Coffee doesn’t just move from farm to cup. It passes through a chain of exporters, importers, traders and roasters. At each step, someone takes a margin and historically, the people with the most power have taken the biggest share. Classic.

Farmers, who carry the greatest risk and do the hardest work, are often paid the least.

With rising costs and unstable coffee prices, many producers are being forced to plant other crops simply to survive. Every origin is different and pricing is complex, but the reality is simple: when coffee is very cheap, someone else is paying for it.

Put simply, we believe the people who grow coffee should be able to live from it.

We work as close to the source as possible.

In Ethiopia, we partner with trusted origin experts like Moata Raya and Ansha Yassin of Co-Qua Lab. They act as a bridge between us and the producers, bringing deep local knowledge, transparency and long-standing relationships. That trust matters. It helps ensure transactions are fair and that partnerships are built to last.

After a few challenging harvests, we invested in Co-Qua to support the launch of their own sourcing and export company. It was a way of backing the people we believe in. In return, we’ve gained access to exceptional smallholder lots we would never have found without their guidance (including team favourite Birhan!)

When we can, we travel to Addis Ababa to cup coffees at the lab, then visit producers and processing units to better understand their work and ensure best practice is being followed, and consuming much injera along the way.

In Kenya, where coffee is traditionally sold through auction, we buy within that system. We cup and select coffees with Dorman’s in Nairobi, who then purchase and export on our behalf.

Different countries require different approaches. What stays the same is our intent: to build direct, transparent relationships that respect the work at origin, and express the uniqueness of each terroir..

No two coffees cost the same to produce. Labour, yield, processing, climate, infrastructure and political conditions all shape the final price.

Because of that, we don’t set the price. The producer or processing unit does. In most cases, the price sits well above the Commercial and Fairtrade benchmarks.

Global politics and markets also play a role. Tariffs, trade restrictions, and shipping delays can block or slow ocean delivery. Large corporations often buy up the best lots, leaving smaller producers with fewer options. Meanwhile, climate change affects harvests—droughts, unpredictable rains, and shifting seasons all influence yield and quality.

Importantly, a rising global market price does not always mean more income for farmers. Commodity markets are volatile. By sourcing this way and agreeing on price upfront, producers aren’t exposed to those swings. Once we select a coffee, we sign a contract and ship a full container of chosen lots, protecting both quality and commitment.

When the coffee lands in Australia, it undergoes rigorous quality control. It’s roasted, losing 15–20 percent of its weight, then packaged, marketed and distributed. Each stage adds cost and care.

Every decision in our procurement process is made with long-term impact in mind. Stronger relationships create stronger communities, and a healthier industry overall.

We believe transparency matters. In pricing, in sourcing, and in how coffee moves from origin to cup. If you’re curious or want to go deeper, we welcome the conversation

FARMGATE
Farmgate pricing is the amount a farmer receives for their coffee when selling it straight from the farm. It’s before any middlemen, wholesalers, or shops take a cut, helping ensure the farmer is paid fairly for their work.

FREIGHT ON BOARD
FOB pricing is the cost of coffee when it leaves the exporter or port. It covers the beans up to the point they’re shipped, but not the journey, roasting, or sale.

LANDED PRICE
The landed price is the cost of coffee once it arrives in Australia. It includes shipping, import fees, and everything needed to get the beans ready for roasting.