從產地到杯中-直接貿易咖啡的好處 From Origin to Coffee Cup - The Benefits of Direct Trade Coffee
身為咖啡愛好者，我們都想知道我們所喝的咖啡豆來源可靠、品質優良、烘焙完美。直接貿易咖啡採購可以提供所有這些好處以及更多好處。簡而言之，直接貿易咖啡的目標是讓更多的現金到農民手中。供應鏈的簡化意味著農民可以賺到更多的錢，烘焙可以得到更好的品質控制。對於農民、烘焙業者和消費者來說，這是一個三贏的局面。有時我們將這種咖啡模式簡稱為「Farm-To-Cup」。
As coffee enthusiasts, we all seek reliability in the sourcing, superior quality, and perfect roasting of the beans we consume. Direct trade coffee sourcing offers all these benefits and much more. In essence, the aim of direct trade coffee is to put more cash directly into the hands of farmers. The streamlining of the supply chain means more earnings for farmers and better quality control for roasters. It's a win-win-win situation for farmers, roasters, and consumers alike. Sometimes, this coffee model is simply referred to as "Farm-To-Cup."
我們永遠無法完全消除因供需而導致的全球咖啡價格上漲和下跌。但隨著越來越多的咖啡透過直接貿易模式採購，對許多咖啡農的生計困擾將會減少，從而實現永續性。
We can never completely eliminate the global fluctuations in coffee prices caused by supply and demand. However, as more coffee is sourced through direct trade, it lessens the financial troubles for many coffee farmers, thus fostering sustainability.
直接貿易一詞最早在2002年被提出，當時精品咖啡界的先驅者希望實現道德透明度，控管從種植到消費者杯中的品質。2019年5月，股市咖啡價格跌至十多年來的最低點。作為咖啡最終用戶，您可能沒有注意到早晨一杯咖啡的價格下降。然而，對於世界各地以咖啡種植為生計的數百萬家庭來說，這種下降對基本生活需求產生了很大影響。在全球範圍內，咖啡產業養活了超過2100萬個家庭。價格下降的主要原因是過去兩年巴西(世界最大咖啡出口國)的咖啡過剩。全球咖啡農正在感受到這種過剩的影響，他們中的許多人被迫放棄他們的農場，試圖尋找其他工作來養家糊口。這可能會對全球咖啡產業造成長期破壞。
The term "direct trade" was first introduced in 2002 when pioneers in the specialty coffee world aimed for ethical transparency and quality control from planting to the consumer's cup. In May 2019, the stock market coffee prices plummeted to their lowest in over a decade. As a consumer, you might not have noticed a drop in the price of your morning cup of coffee. Nevertheless, for millions of families worldwide whose livelihoods depend on coffee farming, this decline significantly affected their basic needs. Globally, the coffee industry supports over 21 million families. The primary reason for the price decline was an oversupply of coffee in Brazil (the world's largest coffee exporter) over the past two years. Coffee farmers worldwide are feeling the impact of this surplus, with many forced to abandon their farms, seeking alternative means of livelihood. This could potentially cause long-term damage to the global coffee industry.
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直接貿易咖啡的好處 The Benefits of Direct Trade Coffee
1. 更高品質的咖啡豆
直接貿易咖啡保證了咖啡豆的質量，因為咖啡烘焙師可以參觀咖啡豆種植的農場，看到從種植到收穫再到加工的整個過程。這使得烘焙師能夠選擇最好的咖啡豆，並確保它們在流程的每個階段都得到正確處理，從而產生更高品質的咖啡豆。
1. Higher Quality Coffee Beans
Direct trade coffee ensures the quality of coffee beans by allowing roasters to visit the farms where coffee is grown, witnessing the entire process from cultivation to harvest and processing. This enables roasters to select the finest coffee beans and ensure their correct handling at every stage of the process, resulting in higher-quality coffee beans.
2. 咖啡農的可持續價格
透過直接貿易，咖啡農可以獲得本應該屬於他們的好價格，而不是依賴可能不會向他們支付公允價值的中間商。這使得農民能夠對其農場和社區進行再投資，從而為他們及其家人帶來更好的工作條件和更好的生活品質。
2. Sustainable Prices for Coffee Farmers
Through direct trade, coffee farmers can receive fair prices that rightfully belong to them, rather than relying on intermediaries who may not pay them fair value. This empowers farmers to reinvest in their farms and communities, creating better working conditions and improved quality of life for themselves and their families.
3. 支持永續農業實踐
致力於支持永續農業實踐，例如遮蔭種植咖啡和自然農法有機農業，這可以對環境和周邊社區產生積極影響。永續發展對我們使用資源的方式負責，以確保我們的子孫擁有舒適生活所需的東西。
3. Support for Sustainable Agricultural Practices
Dedication to supporting sustainable agricultural practices, such as shaded coffee cultivation and natural organic farming, can have a positive impact on the environment and surrounding communities. Sustainable development means taking responsibility for how we use resources to ensure that our descendants have what they need for a comfortable life.
4. 透明度和可追溯性
透過直接貿易，供應鏈的透明度和可追溯性更高，因為咖啡烘焙商可以追蹤咖啡豆的來源，並確保其來源符合道德和永續，並讓消費者可以安心地知道他們的咖啡來自哪裡。
4. Transparency and Traceability
With direct trade, there is higher transparency and traceability in the supply chain, as coffee roasters can trace the origins of coffee beans, ensuring their sources align with ethical and sustainable practices, allowing consumers to confidently know where their coffee comes from.
5. 與咖啡農的直接關係
直接貿易使咖啡烘焙商和咖啡農之間建立了直接關係，建立了更個人化的聯繫以及對優質咖啡價值的相互理解。這種聯繫通常會帶來長期的關係，使農民和烘焙商都受益。
5. Direct Relationships with Coffee Farmers
Direct trade fosters direct relationships between coffee roasters and farmers, creating more personalized connections and mutual understanding of the value of quality coffee. These connections often result in long-term relationships that benefit both farmers and roasters.
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直接貿易與公平貿易 Direct Trade vs. Fair Trade
公平貿易由國際公平貿易組織(FLO)等多個國際機構控制，是一種保證最低價格和向生產者提供社會經濟支持的認證體系。它為生產者組織和買家製定了標準基準，並定義了環境永續性的標準。
Fair Trade is controlled by various international organizations like the Fairtrade Labeling Organizations International (FLO), offering a certification system ensuring minimum prices and providing socio-economic support to producers. It sets standards for producer organizations and buyers, defining criteria for environmental sustainability.
直接貿易意味著咖啡種植者和烘焙商之間沒有中間人參與的緊密關係，直接貿易支付給農民的金額往往超過公平貿易定義的金額。與制定標準的公平貿易不同，每個組織都根據個人化的道德或商業目標來個性化其對直接貿易的定義。
Direct trade involves a close relationship between coffee growers and roasters without intermediaries, often paying farmers amounts that exceed those defined by fair trade. Unlike the standardized regulations set by fair trade, each organization customizes its definition of direct trade based on individualized ethical or business objectives.
1. 定價：雖然公平貿易保證每磅的最低價格，且無論市場波動如何；考慮到咖啡的品質以及與農民的關係，直接貿易經常支付更高的價格。
1. Pricing: While Fair Trade guarantees a minimum price per pound regardless of market fluctuations, direct trade often pays higher prices considering coffee quality and relationships with farmers.
2. 標準：與公平貿易的製度化規定相反，公平貿易要求參與組織嚴格遵守；直接交易更加個人化，具體取決於所涉及的各方。
2. Standards: Unlike the institutionalized regulations of Fair Trade, which require strict compliance by participating organizations, direct trade is more personalized, contingent upon the involved parties.
3. 關係：直接貿易在農民和烘焙商之間建立了更緊密的聯繫，從而實現共同成長；而公平貿易則遵循結構化方法，重點關注集體發展而不是培養個人聯繫。
3. Relationships: Direct trade fosters closer connections between farmers and roasters, promoting mutual growth, while Fair Trade follows a structured approach, emphasizing collective development over cultivating individual connections.
從本質上講，雖然兩者都旨在取代行業內傳統的剝削做法，包括提供更好的工資結構和促進道德生產流程，但它們透過不同的方法來實現這一目標。
Essentially, while both aim to replace exploitative practices within the industry, including offering better wage structures and promoting ethical production processes, they achieve this goal through different methods.
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在哪裡可以找到直接貿易咖啡？Where to Find Direct Trade Coffee?
透過直接貿易，消費者和烘焙業者可以接觸到全球咖啡生產源頭的人們，今天的直接貿易並不是要消除中間商，而是將供應鏈參與者置於聚光燈下，在不剝削的情況下賦予正確的價值，並提高咖啡永續性。通常有明確產地資訊、有農民相關介紹且價格不低的單一來源咖啡是直接貿易咖啡；現今我們有愈來愈多的尋豆師、精品咖啡生豆商採用直接貿易，給予產地農民更好的價格、更多的回饋，以確保可獲得更優質的咖啡生豆；JC咖啡大多數的咖啡是採用直接貿易咖啡，支持鼓勵可持續發展的咖啡，是對產地農民的支持以及對產地的友善。
Through direct trade, consumers and roasters can connect with people at the global coffee production source. Today, direct trade aims not to eliminate intermediaries but rather to spotlight supply chain participants, assigning fair value without exploitation and promoting coffee sustainability. Single-source coffees with clear origin information, farmer introductions, and prices not set too low are typically categorized as direct trade coffees. There's an increasing trend among coffee hunters and specialty coffee bean merchants to adopt direct trade, offering better prices and more feedback to origin farmers to ensure superior coffee beans. Most of Justin Coffee's products use direct trade, supporting sustainable coffee development, showing support for origin farmers, and demonstrating kindness toward coffee origins.
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