At Jones Brothers Coffee we have chosen Direct Trade, Organic certified (we are a SKAL certified company) & Rainforest Alliance coffees to work with.

Jones Brothers Coffee is also a long standing member of the Specialty Coffee Association (SCA). The SCA is a nonprofit, membership-based organization that represents thousands of coffee professionals, from producers to baristas all over the world. Built on foundations of openness, inclusivity, and the power of shared knowledge, we foster a global coffee community and support activity to make specialty coffee a thriving, equitable, and sustainable activity for the entire value chain.

What does Direct Trade mean?

Direct Trade is used almost exclusively for Specialty coffees, this is how we source our “Specialty coffee” ranges.

Mainly used by small coffee roasters like us, Direct Trade is a real relationship between the producer and the buyer. It also involves usually a green bean export or transport company. This type of relationship establishes a real ethic in doing business that is mutually beneficial, where there is more transparency and respect between the parties.

Direct Trade eliminates some of the limits of Fairtrade by: - Paying a higher price to farmers – usually many times higher than the prevailing market price. - Linking these premiums to specific standards of quality. - Generating additional trust and transparency in the supply chain through personal relationships (price negotiation / information exchange). - Eliminating the costs of being a member of a Fairtrade company.

There is a direct connection without too many intermediaries, which means that the value created is shared more equally between the two parties. In direct trading both parties depend on each other. Moreover, it allows an increase in quality, links business success to social progress, encourages education and training to create wealth in a sustainable, long-term, independent way and by their own means. Importantly, this is not charity!

We are using Rainforest Alliance certified coffees for our Premium coffees because it is part of a sustainable vision, without being exorbitant for small producers. Rainforest Alliance uses two ways of acting: adaptation and mitigation (to reduce the negative impact). There is no artificial price manipulation; a fair price is defined, with as few intermediaries as possible. Most importantly, Rainforest Alliance allows for an improvement in operating techniques with training programs for farmers; a desire to increase working conditions and environmental preservation. Through these programs, Rainforest Alliance encourages an increase in the quantity of materials produced, which allows a better profitability.

What does Rainforest Alliance do for coffee farmers production processes:

• Producers are trained to better manage their production and reduce their environmental impact.
• Set up irrigation and water treatment systems in order to reduce and recycle water consumption. Waste water can also be transformed into renewable energy, used by families for their stoves or agricultural machinery.
• Adapt to climate change to reduce impact on environment.
• Use compost for better soil fertilization, or biogas-digesters. For example, in Honduras, water has a reduce contamination level by 81.6% thanks to this method.
• Plant shade or windbreak trees in heavy rain, such as banana or avocado trees. This permaculture system brings diversity to the crops and also allows farmers to obtain income from other production.
• Keep records of rainfall.
• Help in the organization of better exchanges between farms.

“Organic”, “Fair Trade”, “Ecocert”, “Rainforest Alliance”… There are so many labels displayed on coffees that sometimes it can be difficult to understand what we are really buying. What do they really mean? How do they impact farmers lives in coffee producing countries? And how do they impact on coffee prices?

These are some of the questions we have addressed below and explaining also our own commitments to help make the coffee chain more sustainable for coffee farmers and ensure the best available quality for our coffee drinkers.

First of all, let’s explain a basic distinction: Fairtrade and sustainable development. Farmers who pay for Fair Trade certification are guaranteed a minimum price for their coffee – which can never fall below the prevailing market price – and an extra premium to invest in their communities.

In sustainable development, there is also a goal linked to better quality. All the benefits of a better price are re-invested in education, training and tools to increase higher product quality so the entire chain from beans to cup can use less intermediaries and in theory guarantee more of the income comes back to the farmer.