Direct trade coffee is coffee sourced directly from a single origin farm. We work directly with farmers; we visit and meet the families behind the farm. We observe and ensure best practices are being followed, and we help where we can. They help us learn about how they farm coffee and we share knowledge with them of our experiences from traveling and meeting other coffee farms around the world. There are no middlemen. So for example, the farmers will deliver the coffee direct to our coffee factory in Toronto. It is then our duty to carefully roast their coffee in a way that will highlight the particular notes of the coffee. We are essentially sharing more of the value chain with the farm.