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Farmwashing in the coffee industry: what's really behind the stories?

Have you ever wondered whether the nice stories about coffee farms you read on packaging are always true? Unfortunately, the food and coffee industry often places more emphasis on marketing than real transparency - a problem known as 'farmwashing'.

But what exactly does this mean and how does it affect the coffee industry? Let's take a closer look together.

What is farmwashing?

The term "farmwashing" describes marketing strategies that falsely present products as fresh from the farm or supportive of small farmers. Emotional stories, images of farmers and regional names are used to create trust and incentives to buy - often without any real connection to the producers.

An example from the supermarket sector: large retailers use "fake farm" brands, Union Jack logos or unclear animal welfare labels to present products as local or sustainable. However, these packages often conceal imported or industrially produced goods. The result: consumers feel deceived and genuine small farmers lose out.

Farmwashing in the coffee industry

Farmwashing is also a growing problem in the specialty coffee industry. Images of coffee farms and emotional stories are used to portray brands as sustainable and authentic. However, this often does not correspond to reality:

-Distrust due to empty promises: While some brands emphasize direct relationships with producers, they buy the majority of their beans on the conventional coffee market - without any real contact with farmers.

-Lack of remuneration: Farmers whose images or stories are used often do not receive fair remuneration or recognition.

-Romanticized stories: The hard work of coffee farmers is often trivialized through idealized depictions.

As a result, confidence in the entire industry is waning - both among consumers and producers.

Why is transparency so important?

Transparency is crucial to restore trust. When companies are honest about their supply chains, everyone benefits:

1.for consumers: Consumers want to know where their coffee comes from and whether it was produced under fair conditions.

2.for producers: Farmers who are part of an honest narrative can build their own brand and achieve fair prices.

One example: In Brazil, the "Cerrado Mineiro" geographical indication protects producers in the region and enables them to communicate the origin of their coffee directly to consumers - often via a QR code on the packaging.

How we avoid farmwashing

In our company, we focus on genuine transparency and cooperation with our producers. Our coffees come from farmers we know personally and we share their stories with you honestly and authentically. With us, you can be sure that there are real people and fair relationships behind every bean.

What can you do?

As a consumer, you have the power to make a difference. Here are a few tips on how you can recognize and avoid farmwashing:

-Look for genuine proof of origin: Seals such as Fairtrade or organic can be a first indication, but are not always sufficient.

-Ask for transparency: Many small roasting companies (like us!) are happy to give you an insight into their supply chains.

-Support real stories: Choose brands that work credibly and fairly with producers.

Conclusion:

Farmwashing is a problem that not only jeopardizes the integrity of the coffee industry, but also harms honest producers. Transparency and authenticity are the key to regaining trust - and that starts with you, the consumer.

Do you have any questions about our coffees or would you like to find out more about our producers? Feel free to write to us - we look forward to hearing from you!