| What is the Mission of Terroir™ Coffee? |
| Terroir™ Coffee will credit and identify quality coffee producers to the best of its ability. Terroir™ will pay prices that reward and genuinely reflect the effort and costs made to produce outstanding quality. Since quality coffee is as complex and as difficult to produce as fine wine, it should be treated like a fine wine: explored, celebrated, and, above all, credited. The spotlight should be on the coffee producer who has diligently crafted a superior product, not the roaster who is privileged to have it. Terroir™ will not sell anonymous blends. The vast majority of coffee producers do not have the resources or the connections to raise themselves above the anonymous (commodity) matrix in which they are trapped. Just producing quality requires key resources, and this has become especially daunting when prices paid for anonymous (commodity) coffee has been well below the cost of production for several years. |
