Direct trade is based on trust. Transparency, fairness and sustainability are very important. We only work directly with the coffee farmers and try to support the family in Colombia directly. Anyone who operates Direct Trade strives to work with coffee farmers in order to continuously improve the quality of their coffee and improve their quality of life. With direct trade, the coffee is bought directly from the coffee producer. The most important thing: long-term partnerships are sought. This means a high level of exchange between coffee roasters and coffee farmers. This ensures a transparent trade chain and it can be traced exactly where the coffee comes from. The price that is paid is well above the normal world market price as well as above the fair trade price. This improves the living conditions for the coffee farmers and their families. A study by the Universities of Berkeley and San Diego found that fair trade coffees have no long-term positive effect on the living conditions of coffee farmers. The economic benefits are eaten up by the high certification costs. There are no certifications or labels for direct trade coffees. Even for direct-trade coffees from organic cultivation, there is often no organic label. The entire certification costs are omitted and instead serve the further development and improvement of quality on site. The idea behind it is to close the circle between producer, retailer and consumer. The result is a retail chain that is transparent for you as a consumer from the start. This ensures that a large part of the selling price goes to the people who harvest the coffee for us in a laborious and careful process. Ecological aspects and a sustainable philosophy are fundamental aspects of direct action. They not only affect the direct trade route, but also the attitude of every roaster.