IDEOLOGY

YOU, WE AND THE WORLD

We build relationships with farmers, cooperatives and factories who share common goals: a three pillar model that has become standard and what specialty coffee should all be about: Transparency Trade, Transparency Pricing and Grading.

 

"Showing devotion to sustainability and circular economy (renewability) where the knowledge and funding is being brought back to the farmers is paramount."

Key concepts and mechanisms of this approach are high quality products, socially responsible, environmentally sustainable, impact driven and trustworthy. Collaboration and communication between growers, roasters and baristas removes coffee traders from the fraudulent value chain. Our approach has set a golden standard in the world of specialty coffee and is continuously being copied. Nevertheless, to inspire and set new standards is in our DNA.

The coffee industry is an aged organism acting in status quo and is in need of creative injections. Our environment is changing due to irresponsibility. Constantly refining, perfecting and evaluating ideas is our DNA.

We travel and meet the farmers, millers and exporters as often as possible and vice versa. We do not believe in “fair” trades or expensive non traceable certifications anchored in bureaucracy and should be set to rest. “Fair” accentuates poor efforts for making something “honest”, “genuine” and “proper”.

Making visits to farms, cooperatives, factories, millers and providing in-depth knowledge, expectations and reactions from customers implements a complete feedback loop.

This is Coffea Circulor.

RIGHTEOUSNESS BEYOND FAIR: TRANSPARENCY TRADE

Formally established in 2010 with many years of field work with a model anchored in United Nations Millennium Goals/Sustainable Development Goals: genuine, ethical and successful. 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 roasteries in the industry.

 

"A consumer should have the right to trace the coffee back to the grower or processing unit."

Most importantly, the customer should be able ask for the contact details of the picker, farmer or cooperative in order to ask how much the they were paid for their coffee. However, it is solely in the interest for the customer to decide whether whis is essential or not. Subsequently, it empowers consumers to make conscious decisions while increasing resilience and livelihoods for coffee growers.

This ambition and approach was established by Coffea Circulor in 2009 and has today become an unwritten standard in the specialty coffee world. 

MINDFUL ABOUT OUR PRECIOUS ENVIRONMENT: TRANSPARENCY PRICING

Paid price for coffee is always declared avoiding industry standard hidden outrageous profit margins. Through this we also demonstrate approaches for implementing UN’s Payment for Ecosystem Services (PES). Providing in-depth growing and processing knowledge to managers, millers and export agents creates opportunities. Continuous support builds infrastructure, increases health and water supply in scarce areas.

Coffea Circulor has led the development of this approach since our inception in 2010 and is certainly inspiring others in our industry. This level of openness has yet to become standard in the world of specialty coffee due to its controversy - not wanting to declare earnings and margins. 

CONSCIENTIOUS QUALITY: GRADING

Highly renowned 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. 

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 judgement.