Last year, we made the long journey to Jaén in rural Peru – a mountainous region where Velo De Novia – one of our single-origin coffees – begins its journey. But this wasn’t your typical origin trip. It wasn’t just about seeing where the coffee comes from; it was about finding the answer to a question we’ve been thinking about a lot throughout 2024.
How do we ensure coffee farming is a long-term sustainable business for producers?
Coffee prices are set by a global system that can leave farmers struggling to cover their costs, let alone invest in their future. That’s not exactly financially prosperous or sustainable for farmers. So the question is: what will it take to ensure coffee farmers are still producing high-quality coffee in 10, 15 or 20 years’ time?
The global coffee market doesn’t ask these questions.
But we’re curious: does it have to stay that way? On this trip, we took those questions beyond theory, talking with the farmers that produce our coffee to understand what it takes to build businesses that can thrive – not just survive – long-term.
Visiting the farms of Elias, Victor, and Maximo – three of the twenty growers behind Velo De Novia – brought the purpose of our trip to life. Perched on the steep slopes of Jaén, their farms are where this exceptional coffee begins. For them, coffee isn’t just a crop; it’s their livelihood, their heritage, and their future.
Together, we talked about what it would take for their businesses to truly thrive. Spoiler: there’s no magic formula. This isn’t about a quick fix or a one-size-fits-all solution. It’s about honest, forward-thinking conversations that go beyond just pricing.
Because here’s the thing: while we’re rethinking the model we use to buy coffee, we’ve also got to keep the lights on in the roastery. It’s a balancing act – one that takes courage, patience, and a lot of learning along the way. We’re not going to get it right immediately. But we’re working towards a solution, and that matters.
The farmers we met didn’t just share their challenges – they shared their vision. A vision of world-class coffee grown with care for the land and the communities it supports. It’s a vision we’re proud to invest in because meaningful change comes from intentional action on both sides of the supply chain.
The most encouraging thing we learned? Farmers want the same as us. They want closer collaboration. They want a model that recognises their unique costs of production and ensures they can run thriving businesses.
The work is far from finished but we’re building on what we’ve started, refining as we go. There’s no single fix for the challenges coffee farmers face but we’re taking action. Every decision we make – every conversation we have – moves us closer to a supply chain rooted in honesty and robust alliances.
