Connected to Origin: Technology’s role in a sustainable supply chain
“The prevalence of specialty coffee continues to drive consumer interest in both bean quality and ethical sourcing. Many coffee drinkers associate higher-priced beans and upscale retail experiences with greater social and environmental responsibility at the farm level. However, the growing number of ways in which sustainability is marketed to consumers can create confusion and differences of opinion around what sustainability actually means. Even for specialty roasters who maintain long-term relationships with individual farms, it’s difficult to know how much information to share with consumers about trade relationships or a producer’s agricultural practices.”