ShareTrade is a new model of cooperation with coffee farmers that recognises and rewards the value they create.
We start with a simple viability price. This price is what’s needed to ensure the profitability of coffee farmers – and take it from us, it’s a lot more than the market price, or even the Fairtrade price. This viability price is guaranteed, come rain or shine (and you need a bit of both.) It’s the foundation that gives our farmers confidence, stability and a basis for committing to their farms and to producing quality coffee.
On top of that, we pay a prosperity premium. This is used as an investment by the growers into the farms themselves, for things such as new and improved plantstock, more sophisticated processing equipment and provision for long term financial stability. Right now, many farmers live day to day, without the resources they need to improve and expand.
But a better price and a commitment to investment are just two thirds of what ShareTrade is. The final part is our relationships. We maintain constant contact with our farmers, sometimes as mentors, but mostly as pupils, working together to build a long term system which rewards quality and innovation. And as we look to develop our business and start to make a profit, our commitment is to sharing this with the farmers too.
ShareTrade is the heart of Big Rock – the foundation that lets us accomplish our dream: to bring about deep satisfaction at every level of the coffee chain.