
A Series about Certifications, part 5 – Direct Trade
The mid-to-late 2000s saw the emergence of “direct trade” as coffee-sourcing concept that was designed to be something of an evolution of the certification programs that already existed in coffee at that time, specifically Fair Trade/Fairtrade. The benefits of those certifications seemed evident—organic certs provide environmental protection, Fair Trade provides financial protection—but lacked a component that was especially significant to specialty-coffee companies: cup quality.