Our Sourcing Values
IN PURSUIT OF WHAT’S GOOD
Coffee is not just the product we work with; it is the thing that connects us with others and impacts all our relationships. From those who grow it to those who drink it, among our team and within our communities, we strive to be good for the people.
We strive to be good for the people—
HERE’S WHY.
BAKED INTO THE DNA OF DEEPER ROOTS IS A DESIRE TO HAVE FAIR ECONOMIC EXCHANGES BETWEEN US AND THE PEOPLE WE BUY COFFEE FROM IN COUNTRIES OF ORIGIN.
As coffee lovers, we’ve seen our fair share of trends and certifications come and go, aiming to educate coffee drinkers and make paying more for good coffee the norm. As we’ve grown—and started paying two to three times more for coffees than what those certifications require—we realized it was time to clearly define what Deeper Roots Direct Trade means to us. It’s all about being transparent with you and keeping the momentum going to support the financial sustainability of coffee producers.
DeEPER ROOTS
DIRECT TRADE
DeEPER ROOTS
DIRECT TRADE
WE VALUE
RELATIONSHIPS
TREAT PEOPLE RIGHT
In short, our values around Deeper Roots Direct Trade (DRDT) center around relationship, quality, environmental responsibility and transparency. On the relational side of DRDT we rely on a long-term relationship built on trust. This means that we have had the relationship with the producer or producer group for more than two years and requires us to be on the ground, visiting in-person at least every two years. The importance of having boots on the ground, sharing meals and stories and walking the land with producers can’t be measured and is critical to fostering open dialogue and trust between each other. Relationship also means sticking with people through hard times. When our producers see an off year in quality due to environmental causes outside their control, we agree to keep purchasing from them for that year. We also see that the average age of the coffee producer is increasing. Keeping a relationship to a producer and community allows for conversation with the next generation and to hopefully lay the groundwork to show incentives for younger farmers to keep the family business going.
WE’re committed to
QUALITY
QUALITY WITHOUT COMPROMISE
We're known for a high-quality product because we know what it
takes to create it consistently: continual monitoring and improvement. Customers know they will be offered an excellent
experience and product every time they visit our shops.
We don’t just roast coffee; we curate it. Our commitment to quality is more than just a checklist—it’s an ongoing journey. We only buy coffees that meet a high standard, above the threshold for "specialty" coffee, but we don’t stop there. We seek out producers who are just as passionate about constantly improving quality as we are.
This isn’t just about getting better coffee—it’s about the spirit of continuous improvement. We’re in this for the long term, partnering with producers who refuse to settle for “good enough” and always strive to push the boundaries of quality.
WE RESPECT OUR
ENVIRONMENT
WE BELIEVE IN CREATING GOOD & SUSTAINING IT ACROSS ALL FACETS OF OUR OPERATION.
We take our environmental responsibility seriously, because we know that good coffee starts with good stewardship of the land. That’s why we dig deep into the practices of the farms we work with, ensuring that every relationship we form encourages sustainable coffee production and positive environmental impact.
But it doesn’t stop at the farm. We partner with community leaders who are committed to improving lives through education and job creation. And you can be a part of it, too. Your purchase power helps fund initiatives that benefit communities and the planet, creating a ripple effect that goes far beyond your cup.
WE’re committed to
TRANSPARENCY
The honest to goodness truth
We’re not just talking the talk—we’re walking the walk. Transparency is the thread that ties everything together, and it’s non-negotiable. As our customers become more curious about where their coffee comes from, we make it our mission to show exactly how every step of the process flows.
In some places, working directly with a single farmer is impractical. But we still trace our coffee back as far as possible—because we believe you should know where your coffee comes from and how it impacts the world. From economics to environmental practices, we’re committed to sharing the story behind every sip.
RAISE A CUP FOR GOOD
Drinking our coffee supports communities both near and far. Shop our Community Blend to help us in our pursuit of what’s good for people, the earth & coffee.
