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Bringing Transparency To Coffee Transparency With “The Pledge”


When it comes to the business of coffee buying—and the business of marketing those coffee buying practices—there’s a lot of wiggle room in the definitions. This allows companies to get away with suspect claims, like say, touting a coffee as “direct trade” without ever having to been to where the coffee is grown, or meeting the people who grow it (to say nothing of role of the importer).

There’s a lot of marketing sleight of hand that can thrive in these grey areas, and the ill-defined concepts in coffee buying are the sleeve that hides the magician’s tricks. But an international group of coffee companies are banding together to roll up those sleeves by creating “a common standard for transparency reporting.” They are called, aptly enough, Transparency Coffee and their goal is to bring transparency to coffee transparency.

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