Direct trade is a practice in the coffee industry where coffee roasters and buyers establish direct relationships with coffee producers. This approach emphasizes transparency, fairness, and sustainability. It's important in the industry because it enables farmers to receive a more equitable share of the coffee's value, encourages environmentally responsible farming practices, and ensures higher quality coffee.

 

By bypassing traditional intermediaries, direct trade helps build trust, promotes long-term partnerships, and supports the economic well-being of coffee-producing communities, ultimately leading to a more ethical and sustainable coffee supply chain.