Meaningful and meaningless coffee trips – a checklist

Coffee trips to exotic destinations, to places where coffee grows, are a dream for many coffee enthusiasts. But what do these trips really bring? Who truly benefits when photos with producers and red coffee cherries adorn an Instagram profile?

First, let me say: we have the privilege of being able to travel regularly in coffee-producing countries for several years now. Without these trips, we would not have sharpened our understanding of coffee, we would think differently about many topics, and most importantly, we would be missing out on some wonderful and important connections.

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 revolve mostly around the same issues, not just there but globally. However, they are also shaped by specific local circumstances.

I would confidently say that the vast majority of my coffee trips had "purpose." They were meaningful. However, there were also two trips that in retrospect seemed questionable to me – were they therefore pointless? Who did I actually help with my presence? Or did I harm someone?

Who benefits from coffee trips?

Then I talk with others about their experiences "at the origin," as it's spoken about so longingly among coffee enthusiasts. We exchange ideas, we learn from each other, and perhaps we understand ourselves a bit better in the process.

But I'm also noticing more and more that certain trips seem less meaningful to me. Yes, with some trips by industry colleagues, I ask myself: who did this actually benefit? You, yourselves, or really the producer – that's what you claim, isn't it?

We've put together a small checklist of questions that we discuss before a trip with critical counterparts. It helps us be sure. We're happy to share it with you – it may be a bit harsh. Brutally honest.

Coffee trip checklist – GO/NOGO

• What is the goal of the trip?
  • For us
    • Do we have very specific goals for what we want to achieve with this trip?
  • Photos?
    • Can I actually take good photos?
    • Could I buy them instead?
    • Do I know a photographer on site?
    • A few nice photos for Instagram and Facebook – is it worth it?
    • Photos with producers and me
      • Is that fair?
      • Am I treating the producer like a museum exhibit?
      • Does the producer agree?
      • Does he benefit from it?
      • Am I taking on responsibility?
  • Coffee purchases?
    • Can't I just order samples from there and then buy through a supplier?
    • How much coffee am I actually buying? Two, three bags? Does that make sense?
  • Marketing?
    • And then I market this as Direct Trade – does that make sense?
    • I was on site and would now say that's better business practice?
    • Am I really visiting "the producer"?
      • The picker?
      • The cooperative?
      • The exporter?
      • The middleman?
    • Whom am I portraying as the "producer"?
  • A joint project with producers? (E.g., infrastructure)
    • Is there someone who can do it better?
    • Is our vision crystal clear and understandable so everyone is on board?
    • Would the project be time-based, or would we really create lasting 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 can't be done when someone is missing from the business
  • Time?
    • Can someone be away from the business for at least 1 week?
    • Would it be better to stay home with family?
    • 1 week in a coffee-producing country – is that vacation or work?
    • Who suffers if I'm not here?
    • What suffers if I'm not here?
    • Who benefits if I'm not here?
  • Who is the target of the trip?
    • New contact
      • Are we sure we're welcome?
      • Is it a burden for the host?
      • Do they have hidden costs?
      • Have we already exchanged much?
    • Existing contact
      • Couldn't we just call, zoom, WhatsApp?
  • Expectations
    • Does the other person also have time for me?
      • What are the crystal clear expectations on both sides?
      • Can we manage the visit without promising anything?
  • What does my visit accomplish?
    • Who will be there?
    • Am I clear on the program?
    • Who creates the program – the host, me, or both of us?
    • Is there perhaps a hidden agenda from the host?
    • Do I have a hidden agenda?
  • Can the host provide what I'm looking for?
  • Can I provide the host with what he's looking for?
  • Is the host putting on a show?
  • Can both sides ensure they're not dependent on each other even if the encounter is negative?
    • How might the host interpret my visit?
  • Have we communicated clearly with each other?
  • What image of the coffee roaster/buyer/barista/… am I conveying with my visit?