The term “fair trade” is slapped on coffee cups from big corporate chains to small independent operations, but what does it actually mean?
It’s all about the difference between fair trade, and direct trade. As the name states, it involves buying the coffee directly from growers. Patton believes this system–while still complex–creates a more collaborative relationship between growers and buyers than fair trade, which involves large corporate organizations dealing with collectives.
Check out the full infographic to see more of the differences between the two models. Is direct trade really better than fair trade? Or can these two ways of doing business coexist? After all, both are better than getting coffee from the iron fist of a big corporation.