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Why transparency? If we had to pick a one-word answer: "authenticity." In the last post, I talked about why I think reporting is so important and what we have planned for the future of our own reporting. As I dived into planning for the upcoming 2014 Transparency Report with our coffee and marketing teams this week, I was asked a really important question by both teams, "What are we trying to convey with this report?" It's a fair question and one that I think merits some consideration.

I came across an article from a sustainable business news site this week titled something like, "Would You Want to Read Your Company's Sustainability Report?" Again, a fair question and a good call out against the multi-page, text-heavy reports that no one—including people who work for the company—usually reads.

So why is transparency important to us at Counter Culture? And how do I create a report that conveys the answers to that question in a clear and engaging way? For me, the first and most important step is to consider the audience. I'm not compiling a transparency report so that sustainability managers at other companies can look at and be impressed; my primary audience is our wholesale customers and coffee consumers who want to know more about our coffee.

Why transparency? If I had to pick a one-word answer, I would say authenticity. We work hard to build relationships in our supply chain, not only because they help secure our supply, increase our quality, and improve our sustainability, but also because they facilitate an information flow among participants throughout the buying process that's far from the norm. If we know a lot of information about our coffees, why not pass that on to our consumers? I won't pretend that a few transparency reports are going to cause a huge shift in consumer demand, but I think we owe it to our consumers to give them as much information as possible and to put that information into context so that they can make more-informed decisions about buying coffee. If we want to improve the sustainability of coffee supply chains in general, sharing information—both with other companies and with consumers—is a crucial step to get everyone on the same page.  

Presenting this information in a format that's engaging and, therefore, actually gets read is definitely challenging. We experimented with new format for our 2013 Transparency Report, but I think we still have room to evolve, especially as the amount of information we share increases. It's good to share information, but, especially for a product with a somewhat mystifying supply chain like coffee, I think that information has to be presented in a way that  actually makes it useful to consumers. I really like the visual approach of this transparency report from 49th Parallel, a coffee roaster in Vancouver. Consider this an inspiration for what's to come!

As I dig into the work required to deliver what I've been talking about with our carbon and transparency reports over the next few weeks, I'm going to take a short break from these regular blog posts so I can return with some awesome material. Talk to you soon!

Meredith
Finca el Puente's Moises Herrera at the Instituto Hondureño del Café research center in Marcala, Honduras.Welcome to the first in a series of posts about what sustainability means in the context of coffee. Over the next few weeks, we'll explore questions like, "How does Counter Culture know that a coffee is sustainable?" and "What does a sustainable roasting operation look like?"

As a recent addition to the Sustainability Department, I find myself wanting to define the bigger picture and to figure out how Counter Culture fits into that picture. My intention here is to chronicle that journey in the hopes of finding some clarity in an area that can be a bit nebulous.

Sustainability in general—and especially as it relates to coffee—is hard to define. To "sustain" something means to keep it going indefinitely, but what's implied in that definition?

By this point, many people have come across the widely referenced United Nations (UN) concept of sustainability, often depicted as three overlapping circles marked "social," "fiscal," and "environmental." These three areas of focus are referred to as "the triple bottom line" and form the basis of many corporate sustainability policies and sustainability certifications (more on that later). It's worth noting that some recent UN initiatives have broken down the "social" circle into "politics" and "culture," creating four focus areas.

While accepting the need for each of these three (or four) elements of sustainability to be present in order for something to be "sustainable," the coffee industry—Counter Culture included—has yet to develop a precise definition of sustainable coffee and, instead, uses indicators to measure ourselves and our progress. Ranging from general to specific, some of the indicators used in the coffee industry include coffee quality, fiscal transparency, producer income, worker rights, biodiversity, shade coverage, environmental impact, and third-party certifications.

For a consumer-ready coffee to be sustainable, all of the practices along the supply chain should be taken into account, not just what happens at origin (where coffee is grown). I'm starting this series thinking about sustainability at origin, but I promise to get to Counter Culture's practices as a roaster, as well.

At Counter Culture, we use tools like organic certification and our Direct Trade Certification to measure whether a coffee's sustainable and as signals to guide coffee drinkers interested in purchasing more sustainable products. Indicators like certifications help to signal a sustainably produced coffee, although the categorization of a coffee falls more along a spectrum than simply being "sustainable" or "not sustainable."

What I find most helpful in trying to understand all of this is to look at examples of producers we admire for their leadership in pursuing sustainability. The Salazar Family's Finca Pashapa is, in many ways, a model for sustainably produced green coffee. Finca Pashapa has been certified organic for many years, aided greatly by owner Roberto's knowledge of worm composting and the family's ability to manufacture all of the necessary fertilizers using materials found on the well-shaded farm. His passion for sustainable practices also manifests itself in the co-op he manages, Cooperativa Cafetalera Ecologica La Labor, where they've installed a biodigestor to capture methane from the washing station water and helped to build an activity field for the surrounding community.

So, yes, defining sustainable coffee production is nebulous and complex, but necessarily so. In the next, post I'll delve into the world of coffee certifications in the hopes of adding another layer of understanding to the realm of sustainable coffee.

Meredith

Where We Started

As many of you may recall, we started an inquiry about microlots back in the Winter of 2011 when we spoke with 13 farmers from the Cenfrocafe in Peru about their experiences. While we learned a lot, one of the major challenges with this study was that none of the producers interviewed had repeat success as microlot producers. The common sentiment that microlot premiums were a result of luck was understandable but did not point – from a quality perspective – to how we could encourage other producers with concrete suggestions. And, we knew that producers with repeat microlot premiums exist in other areas where we purchased.

Phase II

While we felt we received valuable feedback from our partners in Peru, we were still looking for more streamlined feedback for producers. Ideally we would have more quantitative metrics in regard to farm and investment practices – as well as greater proof of the positive impacts of microlots. So, with this in mind we hatched a plan with one of our exporting partners, Virmax, in the fall of 2012. As a purveyor of microlot coffees who have built their business model on high-quality, differentiated small lots, they had many of the same questions we did about the repeatability and common characteristics of microlot producers. This time, because of Virmax’s long-established, data-rich microlot program in Colombia, we decided to focus our inquiry there. What made this group different as well was that all producers interviewed were previous recipients of the microlot premium.

Together, we designed the survey instrument (going through about seven iterations) and helped train promotores (technicians) who would be going into the field to interview producers. From January – February of 2013 surveys were administered, and, at the end of February, Kim Elena visited some of the producers interviewed, as well, to gain more of an understanding.

Analysis

The spring found us realizing just how much data we were now sitting on with 122 coffee producers interviewed. Though starting to sift through the data was fascinating, neither one of us had the time or the full expertise to do the analysis required for a study of this scale. So, thanks to a mutually serendipitous meeting, we were able to partner with Ruth Ann Church, a woman who is both a coffee buyer – who also buys from Virmax – and who is currently working on her Master's Degree in Community Sustainability, to assist in the analysis and reporting part of the project. Ruth Ann and I recently did a live webcast moderated by Kim that talked about the research process and further research questions that you can check out anytime.

Similar to the first phase of research, much of what we heard about good practices was no surprise. However, the data did begin to point to what microlot producers may have in common with one another, both in their farm practices and in their use of the extra income from the premium.

In particular, the data showed the group of farmers that had 3 microlot years in a row as opposed to 1 or 2 microlot premium years were more likely to fertilize based on soil analysis, use family members for coffee picking, prune intentionally, plant the Colombia variety, and use three specific drying practices (sliding roof, parabolic patio with beds, and patios with net floors). In addition, they are more likely to invest the premium back into on-farm costs, such as fertilizer, than in family needs.

While the data points to some interesting results, there is still more to understand. In particular, understanding exactly which practices are strongly correlated with – not just happening alongside external factors we may not have controlled. An example here is that yes, those who sold microlots 3 years in a row seem to plant more Colombia variety when they are renovating. However, we also know as an aside that Colombia variety does not necessarily result in flavors that we would reward for quality. Thus, we will continue to refine, to filter results through what we know, experience and continue to expect. And, hopefully get still closer to sharing pertinent feedback with producing partners.

The open-ended questions allowed us to get at the experiential side, and we were pleased to continue to understand producers’ motivations, challenges, and higher level perceived community impacts of the microlot premiums. I'm Colombia now sharing the results and hoping to gain still more analysis based on producers’ reactions to the research.

What’s Next

I don’t think either one of us could have imagined that when we embarked on this "microlot question" in 2011 we would be here now – with a lot more information and still more questions. Ideally, what we have put forth over the last two years encourages others within the coffee industry to ask the questions they have always wanted to ask, to find answers that will ultimately be of benefit to those throughout the supply chain. We are also more than happy to be available for others who have questions about the process, about how to create their own mini-research project, or about our findings in general. 
Read on for the full report!

Thanks,
Hannah
Learn more about our transparency efforts in our 2013 Transparency Report.
The closing event of our Sustainable Summer campaign last Friday and the long Labor Day weekend have me looking ahead to fall, and it's around this time each year that I begin to reflect on the progress we have made and what we can accomplish before the year's end. Our progress has also been much on my mind as I've reviewed the Sustainability Annual Report for 2012, which we publish today in conjunction with the Direct Trade Transparency Report. Readers of our three reports and six scorecards of the past years (hello, fellow sustainability nerds!) will see some changes to the format of this year's report, which highlights some of our more significant accomplishments and adds context to some of our statistics. I hope you enjoy this year's reports and can learn from our experiences, and as always, thanks.
 
Sincerely,
Kim Elena
 
Preparing coffee seedlings in Ecuador.
In early 2008, as I compiled data for Counter Culture's first Sustainability Scorecard, I remember wondering whether the information would be interesting to anyone besides me. Some of the metrics in that first report, like the percentage of certified organic coffee we purchase, have continued to grow in relevance, whereas other metrics, like the percentage of delivery fuel replaced by biodiesel, have become obsolete.
 
In spite of metrics that have not stood the test of time, the act of measuring our progress and reporting on it publicly has become more and more integral to who we are as a company and how we define sustainability. We have eliminated a few categories from the Scorecard over the years – in some cases because we have refocused our energy away from an area, and, in others, because we have achieved our target of 100 percent enough times to make continued reporting moot – but for the most part we have added to the Scorecard as we have formalized goals and grown our partnerships and projects.
 
Five years later, I hope that our Sustainability Scorecard has proven to be interesting, and I look forward to its continuing evolution as we learn, focus and grow.
 
Saludos,
Kim Elena
ur Counter Culture Direct Trade Certified Transparency Report aims to give a succinct summary of our financial and personal relationships with our producer-partners.
Today we are proud to present you with our third annual Counter Culture Direct Trade Certification Transparency Report. Each year it continues to be more important for us to communicate, both with our partners in origin countries and with our partners stateside. In this report you will find details about our financial and personal relationships with coffee producers in Latin America, Africa, and Asia.
 
This year we welcome back some old certified friends, and we initiate some newer relationships. In total, we have nine relationships that we consider hallmarks of transparency, communication, and quality. 2011 was a year filled with experiments and continued commitments on both the sourcing and producer side.
 
We hope you will join us in celebrating this unique way in which we continue to live our mission – bridging quality, sustainability, and knowledge sharing throughout the coffee supply chain.
 
Saludos,
Hannah
Photo by Jeff McArthur.
Transparency is one of our core values, and not only to do we try to embody it; we seek it out in our partners throughout the coffee trade. We published our first Counter Culture Direct Trade Certification (CCDTC) Transparency Report in 2009 and today we are excited to release our 2010 report, which aims to give a succinct, transparent summary of our financial and personal relationships with the producer partners whose coffees received CCDTC in 2010.
 
We hope you read the report, but, in short, 2010 was a dynamic year for our producer partners and us. Our Coffee Department spent more time on the road than ever to support our mission to improve coffee quality in the cup, quality of life for producers, and quality of relationships with growers. We were reminded of the incredible importance of good communication and solid relationships as we watched coffee prices skyrocket. Thankfully, we have long been committed to open, constant, and transparent communication, and our relationships at origin have never been stronger, helping make 2010 a great year for us and setting the stage for an even better 2011.
 
Best,
Mark