Our model is an 'idea' and there is not a one-off-fix. Our interpretation is the need for genuine, ethical and successful implementations which present tangible results. We have documented actions that have today become de facto standards in our industry. Our Transparency Trade and notation has become synonym to how coffee trading should be conducted and is nowadays used by other green coffee merchants and coffee roasting facilities in the coffee industry.

"A consumer should have the right to trace the coffee back to the grower or processing unit. Unheard of in 2005, a standard today."

This ambition and approach was established by Coffea Circulor in 2005 and has today become an unwritten standard in the world of coffee.

Paid price for coffee is always declared avoiding industry standard hidden outrageous profit margins. Through this we also demonstrate approaches for implementing concepts of Payment for Ecosystem Services (PES). Providing in-depth growing and processing knowledge to managers, millers and export agents where applicable create opportunities.

"Transparency in trade is often mistaken with the coffee "origin", generic information such as growing altitude or making visits to farms, cooperatives, factories or coffee millers. Transparency is providing in-depth knowledge, expectations and reactions from growers down to customers in the chain of events which implements a complete feedback loop."

Coffea Circulor has led the development of this approach to openness in pricing disclosure prior to our formal inception in 2010. This approach is certainly inspiring others in our industry. 

Achievements on national and international level, hundreds and thousands of roasted coffees and tasted cups, judging competitions, deep collaboration with industry colleagues enable us to grade coffee with high accuracy given industry standards. The grading also completes the feedback loop of constant input and output by mutual processing information which links farmers, roasters and baristas. 

"Our course of action for grading is rigorous and consists of several world renowned past and present team members ensuring the best and honest possible evaluation is anchored in established frameworks."

Initiated and led by Coffea Circulor, this approach sets new standards rather than the pre-set quality score that has been applied further back in the chain of events. The score which is visible on the packaging and for the coffee description (synopsis) for the corresponding product enables a customer to make a conscious choice.