Direct Trade – Myth and Reality

Couple of weeks ago I was invited to do a talk on Sustainability in Coffee at one local food market, and honestly I think I painted a pretty scary picture for those who attended the talk. The truth is I don’t think I exaggerated at all.

If we define the sustainability as “the degree to which a process or enterprise is able to be maintained or continued while avoiding the long-term depletion of natural resources” or “meeting the needs of the present without compromising the ability of future generations to meet their own needs”, we quickly figure out that Coffee Industry as it is functioning now is far from being sustainable.