Dark Caramel - Perfect for espresso

Direct Trade – No Middleman

We know our coffee farmers personally because we trade directly with them. This gives us a highly transparent value chain without unnecessary intermediaries.

It provides you with added assurance and brings you closer to the farm.

Direct trade means, among other things:

• More transparency
• More traceability
• Better payment to the coffee farmer

The vast majority of our coffee is purchased directly from the farmers. In 2024, 98% of our coffee was sourced through direct trade.

By cutting out the middleman, we know exactly where the money goes, ensuring that as much as possible ends up with the farmer — who has been underpaid for more than 40 years.

Direct trade allows us to better ensure quality and accountability at the source. At the same time, farmers gain access to valuable insights about the European market, new EU regulations, and more, through our partnership.

With direct trade, we achieve a much higher degree of transparency and traceability — something that’s crucial when it comes to documenting farming methods, working conditions, and whether a particular coffee has contributed to deforestation.

A short and transparent supply chain

We always work with as short and transparent a supply chain as possible. 98% of our coffee is purchased directly from the coffee farm, without using a middleman.

The vast majority of our roasted coffee is also purchased directly from us - with the exception of a few retailers, such as coffee shops and specialty stores. You cannot buy our coffee in any large chains or on online marketplaces.

This means that there are fewer parties who have to "have a piece of the pie" and we ensure better payment for the coffee farms, which have been underpaid and living in poverty for decades.

The supply chain for this coffee looks like this:

• The coffee is grown in Brazil in the Campo Das Vertentes area.
• The coffee cherries have been processed at the coffee cooperative Sancoffee's own washing station.
• The green coffee beans are imported directly to CleverCoffee by ship to the Port of Aarhus.
• The coffee is roasted and packaged at CleverCoffee in our own roastery outside Aarhus.