Of useful and pointless coffee trips – a checklist

Coffee trips to exotic regions, where coffee grows, are a dream for many coffee enthusiasts. But what do these trips actually achieve? Who truly benefits when Instagram profiles are adorned with photos of producers and red coffee cherries?

First off: we have had the privilege of regularly traveling to coffee-producing countries for several years. Without these trips, we would not have been able to sharpen our understanding of coffee, we would think differently about many topics, and above all, we would be poorer by several beautiful and important acquaintances.

My personal coffee focus in recent years has clearly been on Central America: Honduras, Costa Rica, Nicaragua, and Mexico. The challenges faced by producers, cooperatives, and exporters mostly revolve around the same issues, not only there but globally. However, these challenges are also shaped by specific local characteristics.

I would confidently say that the vast majority of my coffee trips had a "purpose." They were meaningful. But there were also two trips that, in retrospect, seemed questionable to me – were they therefore meaningless? Whom did I actually help with my presence? Or did I harm someone?

Who benefits from coffee trips?

Then I talk to others about their experiences "at the origin," as it is so longingly called among coffee people. We exchange ideas, learn from each other, and perhaps understand ourselves a little better through it.

However, I also increasingly see that certain trips seem less meaningful to me. Yes, for some trips by industry colleagues, I ask myself: who actually benefited from that? You, yourselves, or truly the producer – which is what you claim?

We have compiled a small questionnaire that we discuss with critical counterparts before a trip. It helps us to be sure of our intentions. We are happy to share it with you – it might just be a bit brutal. Brutally honest.

Coffee Trip Checklist – GO/NO-GO

• What is the purpose of the trip?
  • For us
    • Do we have very specific goals that we want to achieve with this trip?
  • Pictures?
    • Can I even take good photos?
    • Could I buy them instead?
    • Do I know a local photographer?
    • A few nice pictures for Instagram and Facebook – is it worth it?
    • Pictures of producers and me
      • Is that fair?
      • Am I treating the producer like a museum?
      • Does the producer agree?
      • Do they also benefit from it?
      • Am I taking on responsibility with this?
  • Coffee purchase?
    • Can't I just order samples from there and then buy through a supplier?
    • How much coffee am I actually buying? Two, three sacks? Does that make sense?
  • Marketing?
    • And then I market that as Direct Trade – does that make sense?
    • I was on site and would now say that this is better business practice?
    • Am I really visiting "the producer"?
      • The picker?
      • The cooperative?
      • The exporter?
      • The intermediary?
    • Whom do I portray as the "producer"?
  • A joint project with producers? (E.g., infrastructure)
    • Is there someone who can do it better?
    • Is our vision crystal clear and understandable so that everyone is on board?
    • Would the project be time-based, or would we truly create long-term change?
    • Would the project continue without us?
    • Why would we do that, other than for advertising?
  • Can we afford it?
    • Financial costs
      • of the trip itself
      • of the work that cannot be done if someone is missing from the business
  • Time?
    • Can someone be absent from the business for at least 1 week?
    • Would it be better to stay home with the family?
    • 1 week in a coffee country – is that vacation or work?
    • Who suffers if I'm not here?
    • What suffers if I'm not here?
    • Who benefits if I'm not here?
  • Who is the target of the trip?
    • New contact
      • Are we sure we are welcome?
      • Is it an effort for the host?
      • Do they have hidden costs?
      • Have we had much exchange already?
    • Existing contact
      • Couldn't we just call, zoom, WhatsApp?
  • Expectations
    • Does the other party also have time for me?
      • What are the crystal clear expectations on both sides?
      • Can we manage to promise nothing with the visit?
  • What does my visit achieve?
    • Who else is there?
    • Am I clear about the program?
    • Who makes the program – the host, me, or us together?
    • Is there perhaps a hidden agenda from the host?
    • Do I have a hidden agenda?
  • Can the host provide what I'm looking for?
  • Can I provide the host with what they're looking for?
  • Is the host putting on a show?
  • Can both sides, even in the event of a negative encounter, avoid being dependent on each other?
    • How might the host interpret my trip?
  • Have we communicated clearly with each other?
  • What image of the coffee roaster/buyer/barista/... do I convey with my visit?