Certifications have their own issues, as laid out by Michaele Weissman in her article “Is Direct Trade Fair?
” She shines a light on the issues inherent in certifications, and Direct Trade in particular. It is a thorough and well written piece:
“Direct Trade is the worst system for buying green coffee we have, except for all the others Yes, there are problems, especially problems of scale, but it’s the best we have.”
With statistics from Michael Sheridan’s work with the Coffeelands Project along with Counter Culture’s own research, Katie Carguilo found only 22% to 31% of farmers reinvest in their farms. In other words the best case is that one in three farmers, upon collecting the premium paid via focusing on quality and direct trade relationships, fulfil the prophetic promise of “coffees that taste good do good”.