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Of useful and pointless coffee trips – a checklist

Von sinnvollen und sinnlosen Kaffeereisen – eine Checkliste

Coffee trips to exotic locations, where coffee grows, are a dream for many coffee lovers. But what's the point of these trips? Who really benefits from photos of producers and red coffee cherries adorning their Instagram profile?

First of all: we have been privileged to travel regularly to coffee-producing countries for several years. Without these trips, we wouldn't have been able to sharpen our understanding of coffee, we would think differently about many topics, and above all, we would be poorer for some wonderful and important acquaintances.

My personal coffee focus in recent years has been firmly on Central America: Honduras, Costa Rica, Nicaragua, and Mexico. The challenges facing producers, cooperatives, and exporters largely revolve around the same issues, not just there but globally. However, they are also influenced by specific local characteristics.

I would confidently say that the vast majority of my coffee trips had a "meaning." They were worthwhile. However, there were also two trips that, in retrospect, seemed questionable to me – were they meaningless? Who 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 source," as coffee people so wistfully call it. We exchange ideas, learn from each other, and perhaps understand ourselves a little better as a result.

But I'm also increasingly realizing that certain trips seem less worthwhile to me. Indeed, when I look at some of my colleagues' trips, I ask myself: who actually benefited from it? You, you, or the producer—that's what you claim to be?

We've compiled a short list of questions that we discuss with critical counterparts before a trip. It helps us be certain of the situation. We're happy to share it with you – it might be a bit brutal. Brutally honest.

Coffee Travel Checklist – GO/NOGO

What is the goal of the trip?
- For us
  - Do we have specific goals about what we want to achieve with this trip?
- Pictures?
  - Can I even take good photos?
  - Could I buy these too?
  - 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?
    - Do I treat the producer like a museum?
    - Does the producer agree?
    - Does he also benefit from it?
    - Am I taking responsibility?
- Buying coffee?
  - Can't I just order samples from there and then purchase through a supplier?
  - How much coffee am I actually buying? Two or three bags? Does that make sense?
- Marketing?
  - And then I market that as direct trade – does that make sense?
  - I was there and would now say that this is better business practice?
  - Am I really visiting “the producer”?
    - The picker?
    - The cooperative?
    - The exporter?
    - The middleman?
  - Who do I portray as “producers”?
- A joint project with producers? (E.g., infrastructure)
  - Is there anyone who can do this 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 this, other than advertising?
- Can we afford this?
  - Financial costs
    - the journey itself
    - the work that cannot be done when someone is absent from the company
- Time?
  - Can someone be absent from work for at least one week?
  - Would it be better to stay at home with the family?
  - 1 week in coffee country – is that vacation or is that work?
  - Who suffers when I am not here?
  - What suffers when I am not here?
  - Who benefits if I am not here?
- Who is the destination of the journey?
  - New contact
    - Are we sure we are welcome?
    - Is it an expense for the host?
    - Do you have any hidden costs?
    - Have we had much exchange yet?
  - Existing contact
    - Couldn't we just call, zoom, WhatsApp?
- Expectations
  - Does the other person have time for me?
    - What are the crystal clear expectations on both sides?
    - Will we be able to promise nothing with the visit?
- What effect does my visit have?
  - Who all 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 offer what I'm looking for?
- Can I offer the host what he is looking for?
- Is the host putting on a show?
- Do both sides manage to avoid being dependent on each other, even in a negative encounter?
  - How might the host interpret my trip?
- Did we communicate clearly with each other?
- What image of the coffee roaster/buyer/barista/… do I convey with my visit?

Kaffeereisen