Direct Trade Coffee: Prospects and Pitfalls

Abstract

This thesis aims to begin a discussion about the potential of direct trade relationships to provide an alternative to coffee producers that can balance quality, competition and trust. The research conducted explores the circumstances and motivations that attract coffee producers to direct trade relationships. Qualitative interviews, relevant literature and Pierre Bourdieu’s conceptual tools of field and capital are used to analyze the relationship between macro structures and the subjective world of individuals. This thesis finds that coffee producers are not only attracted to the high and stable prices of direct trade but they are drawn to the potential of gaining more control in the trade process. The emphasis placed on quality encourages trust and investment and facilitates a shift in the power dynamic between roasters and producers. This suggests that direct trade has the potential to be a fair alternative for producers.