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Coffee Traceability: Myths, Marketing and Truths

Posted by 49

In my 12 years as a coffee roaster I have learned a lot, not just about coffee but also about people, relationships and business. As I have developed as a coffee professional I can look back and see how easily influenced I was, and the stupid things I believed in order to validate my cause. The one thing that annoys me, and that I would go back and change, is the publics’ view of ethically traded coffee. I’d naively like to think that everyone would buy more ethically if given the choice, but how hard is it to know what...

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