“Justly” cup of coffee

Under the heading "Proud in Crop, Quality in Cup" Crop to Cup consumers are offered a family farmed coffee with heritage. This is not anything new, however Crop to Cup, does have a slightly different approach.

Founded in 2007, the company follows fair-trade guidance. They purchase the coffee directly from African farmers and represent them on the market.

Crop to Cup farmers are educated on applicable regulations, provide assistance in coordinating the manufacturing, import, export, marketing and distribution. The farmers are paid "fairly", and Crop to Cup invests 10% of their own profit in to the farmer's communities and quality improvement.

So what about the innovation? C2C has digitalized the manufacturing of coffee. Through their web site customers can view the farm where the coffee originates, find out information about the manufacturer, contact and communicate with the manufacturer, get to know their business and hard work which has been invested in each coffee bean. However not only that, consumers can even communicate with the other coffee fans via notice boards, forums and comment as well as grade the coffee.

Direct communication, training and working on the family owned farms, allows better control and quality of coffee. Complete transparency and sincerity of fair trade of the products bypasses the expensive system of certification and the communication between the farmers and coffee fans has been established by the quality.

C2C simplifies their business - the better the price for the coffee, the better the price they will get for their coffee.

The promisingly ethical and marketing approach is obvious and numerous researches have shown that the consumer's need for knowing the origin of the product they consume is on the rise.

So it is to be expected for many other companies to follow by example. Until then please do enjoy in a fragrant "justly" cup of coffee, with heritage!