The THRIVE Farmers platform gives farmers direct access to the marketplace for their coffee, allowing them to maintain ownership until the point of sale by THRIVE. At that time, the farmer receives a fixed percentage of the revenue generated for their coffee — thereby avoiding any link to the commodity pricing.
Importantly, the farmer can participate economically at the end of the chain, closest to the consumer, where their coffee has the highest value. Being closer to the consumer, the farmer captures added value from his crop to support his family and community, while also investing in the future.
THRIVE partners with companies nationwide who want to enter into long-term partnerships with farmers to create economic sustainability. This equates to consistent demand at fixed prices which, based on the THRIVE model, get passed directly to the farmers.
Farmers normally receive only a tiny percentage of the value their crop generates as it moves through the complex supply chain and is leveraged by multiple players in the coffee industry. The farmer typically loses ownership in the earliest stage of this process. THRIVE Farmers maintain ownership all the way through the end sales, allowing them to share in the revenue generated. Being closer to the consumer, the farmer captures added value from his crop to support his family and community, while also investing in the future.
The higher the quality of coffee produced, the more valuable it is in the marketplace, which in the THRIVE model equates to more income back to the farmer based on the percentage of revenue. This gives farmers proper incentive to learn about and invest in better quality which, in turn, allows consumers to access increasingly better coffee.
THRIVE’s “farm-to-table” approach is at heart of the marketplace today. Increasingly, consumers across all demographics are demanding more from the companies to whom they direct their purchasing dollars. Not only do more people require an understanding of where their food (or coffee) comes from and how it is produced, but they want to be in community with those producers. THRIVE’s farmer-direct platform allows your customer to “Know Who Grows” their coffee. By offering a specialty-grade coffee that supports the farmer, customers associate the retailer’s brand with positive change.
Through THRIVE Farmers, coffee lovers can access hand-crafted specialty coffees from some of the premier coffee growing regions of the world – at prices comparable to mass-produced coffees. Best of all, coffee lovers get to “know who grows” their morning cup.
THRIVE Farmers puts farmers first. Economic viability for coffee farmers begins when they are given the business tools, distribution channels, resources and knowledge to make a livable income. Building on the foundation of economic success, farmers can build a sustainable future for their families.
1. As the first pillar of of our sustainability promise, THRIVE Farmers’ mission is to make the production of coffee economically viable. By purchasing Thrive Farmers coffee, the buyer is providing the farmer with an opportunity to grow his or her business in a transparent and equitable way. In doing so, THRIVE Farmers adheres to its fundamental purpose of ensuring its farm families achieve the financial tools they need to advance into other pillars of sustainability. The second and third pillars of our Sustainability Promise, advancing social equity and ensuring environmental conditions are maintained, are priorities to a farmer only when he or she can adequately meet his or her family’s basic needs.
2. To build social equity in farming communities, a THRIVE Farmers producer’s growing income creates a multiplier effect as he or she hires additional workers and purchases more products and services locally. Additionally, as the producer’s economic circumstances improve, THRIVE Farmers will continue to work with them to identify and address additional areas where a social impact can be made.
3. A growing income allows a THRIVE Farmers producer more opportunities to focus on improving his or her production even more by advancing techniques to improve environmental sustainability. Basic agronomic skills like removing old coffee plants, planting shade trees and protecting the soil are available to THRIVE Farmers for ensuring each farm is well within the parameters of environmental best practices. Adapting to climate change is a priority for THRIVE Farmers so coffee growing can be lucrative to future generations.
As we grow and generate additional resources, we will support additional community-level initiatives, in response to farmers’ interests and requests. THRIVE Farmers will also continue to improve its ability to demonstrate the positive impacts of its support at the farm, household and community level.
The THRIVE Farmers Connection details the different ways in which we connect with our farmers. Choose an option from the chart below for more information and examples of each.
A Costa Rican coffee farmer’s son, a struggling ex-lawyer turned coffee farmer and a successful entrepreneur are the unknowing characters whose roads connected in 2011 that created a partnership and the idea of making a difference in the coffee community.
With a simple idea of connecting coffee directly to the consumer, the farmer and ex-lawyer were able to vertically integrate the supply chain by processing, roasting, packaging and selling coffee directly to tourists in Monteverde, Costa Rica, beginning in 2009. When demand for this high-quality coffee quickly outstripped supply, partnerships were formed with other local farmers and, ultimately, the THRIVE model was born.
This new way of trading coffee dramatically increased the price farmer’s crop could command — in many cases up to ten times more income than they would have earned in the traditional system.
THRIVE Farmers worked first with small farmers in Costa Rica and then in Guatemala and Honduras. To bolster quality, increase quantity and to access processing infrastructure for small farmers, THRIVE Farmers partnered with larger scale producers and processors to position the company for future growth. Moving beyond internet sales, THRIVE Farmers began selling roasted coffee to Earth Fare, a supermarket chain based in Asheville, NC, and green coffee to the best independent, specialty-grade coffee roasters nationwide.
Producers, specialty roasters, retailers, consumers and coffee industry thought leaders have responded positively to the THRIVE Farmers revenue sharing model. As a result, THRIVE has recently entered into a number of strategic partnerships to ensure that we can meet the unprecedented demand for high quality coffee through our economically sustainable model.
We invite everyone to enter into a unique partnership with the farmer to create true economic sustainability.