What Makes Direct Trade Coffee Different from Fair Trade?

Many coffee lovers want to make ethical choices—but it’s easy to get lost in the labels. “Fair Trade,” “Direct Trade,” “Sustainable,” “Organic”… they all sound good, but each means something different.

At Raíces Coffee Roasters, we believe in transparency—so here’s what sets Direct Trade apart from Fair Trade, and why it matters for your cup of coffee.

1. The Path from Farmer to Cup

Fair Trade: Works through certified cooperatives and organizations that ensure minimum prices for farmers. It’s a good system—but often involves multiple middle layers.
Direct Trade: Cuts out intermediaries. Raíces works directly with producers like Juan Carlos Vásquez (Los Primos, Santa Bárbara) and Nelson Domínguez (El Trueno, Marcala). We know their families, farms, and stories personally.

2. Paying More, Not Just Fair

Fair Trade: Sets a minimum global price (for example, a safety net when markets drop).
Direct Trade: Goes beyond that. We pay 3X above conventional market prices—rewarding quality, sustainability, and long-term commitment rather than volume.

3. Quality Through Collaboration

Fair Trade: Focuses mainly on fair pay and community impact.
Direct Trade: Adds cup quality and innovation to the equation. Working side-by-side with producers means better processing methods, cleaner flavor, and consistency—like Los Primos’ velvety cocoa notes or El Trueno’s floral honey sweetness.

4. Real Transparency, Not Just a Label

Every Raíces bag includes traceability and QR codes that tell you the story of the producer.
No distant certifications—just real people, real farms, and real stories connecting Honduras and your home.

5. Shared Growth and Legacy

Direct Trade isn’t a transaction; it’s a partnership. When you buy from Raíces, you help farmers invest in education, better tools, and community well-being. It’s about growing together—from our roots to your cup.

What Customers Say

“Knowing who grows my coffee makes all the difference. Raíces feels human—it’s not just about good flavor, it’s about real people.” — Laura, Austin TX

Experience Direct Trade in Every Sip

Taste the result of genuine relationships and better practices. From the mountains of Honduras to your cup, every bean tells a story of fairness, quality, and heart.