The Evolving Role of Direct Trade in the Face of Soaring Coffee Prices
The coffee industry is witnessing a significant shift in the perception and practice of direct trade. Historically seen as a commitment to ethical sourcing and producer support, direct trade is now emerging as a vital financial strategy for roasters. With global coffee prices reaching unprecedented levels, businesses are leveraging direct relationships with growers to mitigate market volatility, secure stable pricing, and enhance supply chain resilience, fundamentally redefining its function from a 'social project' to an essential economic imperative.