Coffee should be transparent and sustainable

In order to make our actions as clear as possible, we have gathered the most important ones here in the context of the UN Sustainability Goals.

In our work on sustainability and transparency, we have prepared our first annual Transparency Report. The report clarifies how we, as a company, work towards more transparent prices and a more fair industry.

Transparency in every drop

At CleverCoffee, every day we work for our customers to enjoy specialty coffee with good taste and good conscience – with all that it entails.

From the coffee berry being picked at the farm to the finished coffee being served, we strive for transparency and sustainability in every aspect.


Poverty is not only defined as lack of income, it is also limited access to both education and other basic necessities.


98% of all coffee worldwide is traded based on a stock price, which in 2019 is at the same level as it was in 1983. This clearly shows that an average coffee farmer can not live off the payment he or she receives for their fantastic commodity.


One of the ways we, as a roastery, can make a difference is by making sure that the coffee farmer receives a payment that covers both production costs and gives a fair margin that leaves room for development. With this sustainable approach, we ensure that the coffee farmers on the farm pay a fair salary to their employees and that they are guaranteed the basic social benefits. We do this by trading directly with the farms Hacienda Misiones in Colombia and Café Rivense del Chirripó in Costa Rica, where we determine the price for the green beans together. We believe in growing with the farmers – and not at their expense.


More than 55% of the 9461 kilos of green beans we bought in 2019 (Jan-Oct) were traded directly with the coffee farmer – the rest was traded where we have access to the coffee farmer, but a socially and environmentally responsible intermediary helped with the logistics from the farm to us.


Direct trade does not only help to reduce poverty. It also ensures decent jobs and economic growth throughout the value chain. We focus on creating a secure future for the talented people who deliver the great coffee, which we are so proud to offer to our customers.


Our partners, both those we do business with and those who serve our specialty coffee for their customers and guests, are chosen based on the same philosophy. We want to make sure that they also convey the stories of how we collectively make an extra effort to improve both the environment and social conditions at the farms. It is simply essential to ensure a sustainable and lasting production of specialty coffee in the future.


As a coffee roastery, it is natural for us that the environment is always included in our workflow. UN Sustainability Goal 12: Responsible consumption and production is thus an integral part of our daily life in the roastery.


That’s why all of our electricity comes from sustainable wind energy, our water filtration systems for brewing coffee are the most environmentally friendly on the market and why we seek to use reusable packaging without compromising the quality of our coffee.


One of the challenges for the coffee farm is to balance supply and demand for the green beans, thus avoiding waste. If their harvest is greater than what they can sell, they typically have to throw out the rest – or sell at a loss. We try to remedy that.


For example, we purchased the previous harvest of the beans we market as Misiones coffee. The taste profile of these green beans has changed over time and the taste now fits perfectly with our popular Simply Good Coffee brand. You can read more about this on our blog. (In Danish – translation in underway.)


We believe that progress comes when active people work together. That is why we believe in cooperation as a cornerstone of development. Cooperation with the coffee farmer, with our importers and with our customers – but also with other coffee roasters around the world. UN Sustainability Goal 17; Partnerships describes the same philosophy.


We have registered three of our current five coffees for the Transparent Trade Coffee project. This means that an independent project organization has calculated and documented what percentage of the price of a bag of coffee goes directly back to that coffee farmer. We will also receive a coffee from Peru at the start of next year, which will also be registered.


During October 2019, we will be signing The Pledge. It is a promise to be transparent, sustainable and completely honest about how we trade our coffees. This, like Transparent Trade Coffee, is a project where we, together with other like-minded people, work towards a more fair industry.