On meaningful and meaningless coffee trips – a checklist

Coffee trips to exotic regions, to where coffee grows, are a dream for many coffee people. But what is the point of these trips? Who really benefits when photos with producers and red coffee cherries grace an Instagram profile?

First off: we have the privilege of having been able to travel to coffee-growing countries regularly 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 for a few 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 topics, not just there, but globally. However, they are also shaped by specific local conditions.

I would confidently say here that the vast majority of my coffee trips have had a "point." They were meaningful. But there were also two trips for me that, in hindsight, seemed questionable – were they, therefore, meaning-less? Who did I actually help with my presence? Or did I harm anyone by being there?

Who benefits from coffee trips?

Then I talk to others about their experiences "at the source," as coffee people so longingly put it. You exchange ideas, you learn from each other, and perhaps you understand yourself a little better as a result.

But I also see more and more that certain trips seem less meaningful to me. Yes, regarding some trips taken by industry colleagues, I ask myself: who actually benefited from that? You, them, or really the producer – which is what you claim?

We have put together a small questionnaire that we discuss with critical counterparts before a trip. It helps us be sure of the matter. We are happy to share this with you - it might just be a bit brutal. Brutally honest.

Coffee trip checklist – GO/NOGO

• What is the purpose of the trip?
  • For us
    • Do we have very specific goals that we want to achieve with this trip?
  • Images?
    • Am I even good at taking photos?
    • Could I just buy them instead?
    • Do I know a photographer on-site?
    • A few pretty 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 exhibit?
      • Is the producer in agreement?
      • Does he get anything out of it too?
      • Am I taking 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 there? Two, three bags? 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 it is better business practice?
    • Am I really visiting "the producer"?
      • The picker?
      • The cooperative?
      • The exporter?
      • The middleman?
    • Who am I portraying as the "producer"?
  • A joint project with producers? (e.g., infrastructure)
    • Is there someone who can do this better?
    • Is our vision crystal clear and understandable enough that everyone is on board?
    • Would the project be time-based, or would we really create long-term change?
    • Would the project continue without us?
    • Why would we do this, besides 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 missing from the business for at least 1 week?
    • Would it be better to stay home with the family?
    • 1 week in a coffee-growing country – is that a vacation or is that work?
    • Who suffers when I am not here?
    • What suffers when I am not here?
    • Who benefits when I am 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 already had plenty of exchange?
    • Existing contact
      • Couldn't we just call, zoom, or 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 cause?
    • Who else is there?
    • Am I clear about the program?
    • Who makes the program – the host, me, or both of us together?
    • Is there perhaps a hidden agenda from the host?
    • Do I have a hidden agenda?
  • Can the host offer what I am looking for?
  • Can I offer the host what he is looking for?
  • Is the host putting on a show?
  • Can both sides manage, even after a negative encounter, not to be dependent on each other?
    • How might the host interpret my trip?
  • Did we communicate clearly with each other?
  • What image of the coffee roaster/buyer/barista/… am I conveying with my visit?