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Counter Culture Direct Trade Certification sets new standards for quality, sustainability, and transparency. Today, we are proud to introduce the world’s first third-party authenticated Direct Trade coffee certification. Our new Counter Culture Direct Trade Certification, which is designed to better communicate our quality-driven approach to sustainable coffee, engages USDA-accredited Quality Certification Services (QCS) to verify Counter Culture’s compliance with four measures based the guiding principles behind our coffee purchases and relationships with coffee farmers. Each Counter Culture Direct Trade Certified coffee meets the following criteria:


  • Personal & direct communication with coffee farmers: Counter Culture has visited grower partners on a biennial basis, at minimum.
  • Fair & sustainable prices paid to farmers: Counter Culture has paid at least $1.60/lb. for green coffee. This exceeds the Fair Trade Certified floor price by at least 19%, not including quality-based financial incentives paid to growers.
  • Exceptional cup quality: Coffees have scored at least 85 on Counter Culture’s blind 100-pt. cupping (cup quality) scale.
  • 100% supply chain transparency: Counter Culture maintains direct communication between buyers, sellers, and any intermediaries. All relevant financial information is available to all parties in the supply chain.

Our personal, direct communication with coffee farmers builds trust and lays the groundwork for long-term, mutually supportive relationships that allow us to work side by side with growers to improve quality; encourage ecologically responsible cultivation methods; assess social practices and working conditions; and learn more about the cultures and people who produce great coffee.

Click here to learn more about Counter Culture Direct Trade Certification.


Recent Updates:
We're overwhelmed with pride and gratitude by the many, many amazing shops offering our coffees on The Daily Meal's 50 Best Coffee Shops list. Our coffee is served at 16 out of 50—including 5 in the  top 10! These awesome shops made the list: Everyman Espresso (#1), Ultimo Coffee (#4),...
Theme They ain’t what they Llusta be These coffees should taste familiar, but pay attention! Take notes! Today’s tasting is the last hurrah for Toscano as portrayed by Nueva Llusta from Bolivia and Haru in the role of Apollo. Just Wednesday we began roasting and selling new versions of...
Next week, hard-working, super-talented coffee professionals from around the country—including our very own 2014 regional winners—will compete in the 2014 US Brewers Cup and Barista competitions (Seattle, April 24–27). In January, Mid-Atlantic sales rep Jonathan Bonchak won the 2014...
Attention Coffee Professionals: Please join us for our new Pro Dev series on Wednesday, April 30, at 3:00 p.m., at any of our Training Centers for a survey discussion of what is currently huge news regarding systematic changes to the coffee market in Nyeri, Kenya. Despite the relative radio...
Together with the crew from Nuova Simonelli, four-time Irish Barista Champion Colin Harmon will introduce, demonstrate, and discuss the brand-new Mythos One espresso grinder, with Clima Pro technology. Is this grinder the future of espresso?Does temperature in grinding really make a difference?...