The only sustainable way of growing is together with others

The business to business side of coffee has ended up in an “every man for himself” state of mind. Coffee shops buy coffee from several roasteries, and roasteries buy green coffee from several different importers. A process that perhaps benefits the individual company short term but makes it difficult to grow sustainable in the long-term. Simply because no one, apart from perhaps the coffee shops has a stable customer base.  
 
I want to make longterm sustainable decisions from day one. That is why I have decided to only work with one green bean importer. A decision that short term will be challenging but longterm will help me and the company to be more sustainable. 
 
We will also focus on our concept “one coffee shop for each city” rather than having multiple shops. We want to grow together with our clients. Sending a few bags of coffee across the world is fun but in the long term not very sustainable for anyone.  Our first step is to launch our “Early adopter program” where clients that are with us from the start and continuously as we grow will be guaranteed a certain price - that price will be available for them exclusively as long as we continue to grow together. 

It will not be easy, and I am still figuring out "how to", but in the end of the day we need to acknowledge the fact that the farmers need to get much more out of their work than they do today. And for us as an industry we need to work together if we want to be able to work with the same level of amazing coffee as we do today, in the future.