Transparency Report 2024

 

(Download the full 2024 Transparency Report here)

A short but relevant Coffee Transparency Report for our 2024 trading season!

Correct pricing

We have always worked in coffee to do “good business.” Everyone claims they pay “correct prices” for their coffees, but few discuss what that actually means. What is the right amount? What is the value? And how do prices compare to certain indicators? In this report, we aim to uncover the prices we paid for our coffees in 2024. With additional data from organizations such as the Specialty Coffee Transaction Guide, we strive to paint a picture of what “correct” business means
to us.

In simple terms: we want to offer high-quality coffee to the masses. This means cupping over a thousand coffees a year and selecting only a handful that meet our “value for money” approach.

As a roastery, we are constantly looking for the best bang for your buck. In simple terms: we want to offer high-quality coffee to the masses. This means cupping over a thousand coffees a year and selecting only a handful that meet our “value for money” approach. Our Caffè for the People philosophy proves that we are in this business to do better.

We believe it’s important to note that while we pay a premium for our coffees, this does not necessarily mean we are making a profound impact on farmers’ lives. Many variables must be considered for producers to make a sustainable profit at the end of each season—factors such as wages, climate change, harvest size, market prices, fertilizer costs, transport costs, the success or failure of a harvest, and political stability. Paying a premium doesn’t directly correlate with a farmer’s final profit, but it is a step in the right direction.

 

Why We Share These Numbers

Our goal is to make the world a better place, starting with recognizing those who grow, harvest, sell, and roast coffee. However, we value our customers just as much. We believe that greater transparency in coffee is essential for educating our customers while also helping us grow as a business.

In a world where everything is reduced to snackable marketing, we strive to provide an accurate picture of the industry we love. Sharing these numbers also holds our peers accountable. We expect better from ourselves—and from our competitors.
Openly sharing this information fosters a culture of continuous learning for everyone involved.

 

Coffee reaches us in different shapes and sizes, currencies, and destinations. Coffee prices vary a lot based on origin, variety, and processing method.

 

Balancing Act

Compiling all this information is no easy task. Coffee reaches us in different shapes and sizes, currencies, and destinations. Prices paid vary significantly based on origin, variety, processing method, and every additional step a coffee bean takes.
The complexities that each country faces are reflected in the final prices. This highlights the challenges of communicating what constitutes a “fair price.”
When reviewing these figures, it’s essential to consider the context and the factors influencing pricing.

 

Our Key Figures for the 2023 Buying Season

• 56 coffees purchased (+5% vs. 2023)
• 931 coffee bags (+13% vs. 2023)
• 11 origins (down from 14) – stronger focus on Ethiopia & Kenya
• Colombia sourcing improved with higher quality & volume
• 100% transparency on all 56 FOB prices
• Average cupping score: 86.5 (+0.1)
• Average FOB price: $8.03/kg (-$0.02) –
• impacted by Euro-to-Dollar exchange rate