There is a lot of myth surrounding direct trade/sourcing. Some say it’s too risky or complicated. That it’s not worth the hassle. Maybe this was the case ten years ago but it’s certainly not the case today. Roasters who source directly agree that the process is rewarding and pays off with consumers, increasingly aware of sustainability and traceability.  

It would be a lie, however, to say that sourcing directly is a sea of roses. Problems do exist - but isn’t that the case with everything in life? 

Rather than shying away from this reality, we consulted two seasoned professionals about the challenges they have encountered and how they solved them. Disclaimer: all these issues are rare. 

There is no need to panic with Benedikt Heitmann, one of the founders of Neues Schwarz café and roastery in Germany, and Roland Glew, the green coffee buyer for Ozone Coffee Roasters and Hasbean in the UK. Below, they teach you how to troubleshoot when things go kaput.

The past two years made everyone worry about shipping. Globally, only 30% of shipments reached their destination on time. Whether due to bad weather, a pandemic or the wind blowing a massive ship that blocked one of the most important canals in the world, cargo ships (and your coffee) can end up arriving later than planned. Well... Ship happens.

“We definitely always have options”, says Roland, explaining he always have an idea of spot offers from his suppliers. Not just because of delays but also because things change. “The needs of the business and the options that are available (be that spot purchases, altering blends or changing what coffees our customers get) are constantly evolving. The best option now may not be the best option next week. I always have lots of options available to fill gaps created by delays, and the earlier we can identify an issue, the easier it is for us to respond to.”

Like many, Benedikt experienced hold-ups recently. “Our Brazil shipment got delayed. It meant we had to fall back onto spot offerings, but we have since increased our purchase size to allow us more stock.” There are also reports of roasters who split their volumes into shipments leaving origin at different times. If one gets stuck, the other comes through.

Sea freight is tracked every time a container moves, so maintaining clear communication with your logistics partner can help you forecast any potential delays. In fact, they might be able to tell you if a shipment will be late at the time they receive the PSS, before the coffee leaves the producer’s warehouse. 

Not speaking the language of your supplier makes it hard to learn about them, make special requests or negotiate directly. Or does it? Developing a relationship can look more daunting than it actually is and tools to facilitate communication are widely available.

The advantage of starting a conversation online is that you can use translating tools at all times, which is awkward to do in person. Deepl is by far the best one and saves users from embarrassing gaffes. 

As many producers have websites and social media platforms (not to mention Algrano and Vollers Hub accounts), you can find lots of information about them online to facilitate the initial dialogue. 

“It's important that you take time to learn about their [your new potential supplier] particular approach [to sourcing and doing businness] and what both of you can do to make life easier for the other one”, vows Roland. Read everything you can about the producer and their country! 

A logistics partner with knowledge about many origins goes a long way. Even if they don’t know something to begin with they’ll be able to find out. “Every country has slightly different laws and rules, but also different cultures and languages”, Roland starts. “If you have good partners as we do, they'll usually help you navigate the complexities.” 

Roland also points out that different producing countries might not have the same laws and rules, which partners can help with. "A good example of this would be in Kenya, where you would usually need to work with not just a producer but a marketing agent and an export agent (those two may be the same people). The rules in Kenya can be complicated, but a direct relationship is still possible if you understand all the people involved", he explains, adding that this is always "best done over a beer and some nyama choma".

According to Benedikt, having a  good logistics partner means you don’t really have to worry about the export/import process. “Consolidating lots can be beneficial and help overcome some issues”, he says, talking about sharing shipments with other roasters, a service offered by Algrano. By doing this, you don’t have to deal with the export or the import side at all.

This article was written by Emma Haines, the founder of UK-based Caffeina Consulting. For the last ten years, Emma has focused on specialty coffee training and how to incorporate specialty elements into commercial environments. She is a resident trainer at the London School of Coffee and part of the SCA Equity, Diversity & Inclusivity Taskforce. Access to education, especially in producing countries is a driver in her career. 

Emma has experience with the supply chain and a focus on sustainability and gender equity. As a coffee professional, she strives to drive change through education, whether working with a client to oversee a new café start-up or supporting producers with access to a new market.