We hear the word *sustainability* everywhere these days—so much so that it almost feels like it’s lost its meaning. You know, like when you repeat a word so often that it starts to sound strange and unfamiliar.
What continues to surprise me is how frequently the word comes up in conversations. Why do we talk about sustainability so much? Perhaps it’s because we’ve come to associate it with ideas like health, environmental consciousness, and green practices. But the truth is, I’m not sure anymore. Every conference I’ve attended—whether as a student, a scientist, or now, as someone involved in the coffee industry—features not just one, but several discussions on sustainability.
Yet, it feels like sustainability no longer connects to everyone’s lived reality. Maybe that's because people’s experiences vary so much, and in a way, we all live different realities.
But for the sake of clarity, let’s start by defining the term. One simple definition of *sustainability* is “the quality of being able to continue for a period of time.” That means it’s not just about the environment; it can encompass a variety of other areas too.
I had an interesting conversation with Diego, a fellow in the coffee industry and a green buyer from Colombia. We both agreed that the focus on sustainability has shifted—at least in how it’s presented to consumers. This shift makes sense to a degree. As a consumer, you're concerned about how a product from across the world might affect your health. That’s why you look for labels like "organic." But the reality is, those certificates can be costly for producers and don’t always guarantee what you think. Sometimes, a certification is just that—a label.
There are two possible outcomes: Either the producer gets paid fairly for obtaining the certification, or they receive inadequate compensation. As an agronomist, I’ve seen large corporations exploit certifications to mislead consumers, making them believe they’re buying something truly organic when, in reality, that’s hardly the case. Consider this: How could massive tracts of land, devoted to just one crop, possibly be maintained using only “clean” agricultural practices?
This issue is layered and complex. Some companies adhere to organic practices, while others find it financially unsustainable.
In Colombia, the majority of coffee producers—96%, according to the National Association of Coffee Growers—are small farmers with an average of just 1.3 hectares of land. Not all of them produce specialty-grade coffee, and many don’t have access to markets that would reward them for their hard work. The specialty coffee you enjoy often comes from those who have had the resources to get it to market. Some have worked hard for that, while others were simply in the right place at the right time. Like any industry, coffee has its nuances.
Now, imagine if coffee were no longer financially viable for these small farmers. In many cases, it already isn’t. Imagine if entire families stopped growing coffee—a tradition that has been passed down for generations. Who would grow the coffee then? What would happen to its quality? Would large corporations take over?
This is why sustainability matters for producers. As we’ve touched on, what they need is *financial* sustainability to continue providing us with a product that’s clean, meticulously crafted, and beloved. The certifications we ask for don’t always protect us as consumers from harmful substances. Sometimes, they simply add another layer to an already complex system, channeling money away from the farmers who need it most. In some cases, producers are paid less than it costs them to produce their coffee.
The recent EU deforestation laws are a perfect example of how political processes, often dominated by large entities, can harm small producers. These laws will make it harder for small-scale coffee farmers to export their products to Europe, while big corporations will still buy high-quality coffee at low prices. This is a simplification of a much larger, multifaceted issue, but it’s important to highlight that many political processes in the food industry lack transparency and end up harming both producers and consumers.
So, how can you help? Support your local roaster. Ask where the coffee comes from and how the roasters source it. By supporting local roasters, you're also supporting the producers and the small importers who make it possible to enjoy these amazing coffees from around the world.
By helping small farmers, you're not only giving them the opportunity to continue doing what they love, but you’re also supporting their families' financial sustainability—which, in turn, can lead to greater environmental sustainability. Once financial concerns are addressed, producers can focus on improving their practices. The result? You, the consumer, get to enjoy even better coffee, knowing that it’s produced with care and consistency.
As a specialty coffee roastery, we also need to maintain financial sustainability in order to keep bringing you the exceptional coffees we love. Everything is interconnected. We think about environmental sustainability, too—considering things like packaging and shipping. For example, our bags and labels are made from plastic, allowing you to recycle them together. Our shipping boxes and tape are recyclable as well.
We’ve chosen not to include additional single-use packaging. While it might make the product look nicer, it ultimately adds waste. We focus on what's necessary to fulfill our mission—and in this way, we aim to be both financially and environmentally sustainable.
But what are your thoughts? Does this discussion resonate with you? How do you see the roles of consumers, roasters, importers, and producers in this complex industry?
Let us know in the comments.