Coffee buying can include questions about how value reaches producers, not only how the drink tastes. The source asks consumers to look more closely at farmers' position within the supply chain, but broad percentages without a stated basis should not be repeated as universal facts.
Ask what a roaster means by terms such as direct trade, how the relationship works and what information is actually published. A compelling story and a transparent commercial claim are not the same thing. Certification labels also address particular criteria rather than every possible ethical concern.
Choose the questions that matter to you and compare the quality of the answers. Specific producer information, clearly explained commitments and dated reporting provide a better starting point than assuming a higher retail price automatically proves a greater producer benefit. Taste and sourcing can both matter without substituting one for the other.
The conversation
A good question can make a better brew.