With labels like Fair Trade, Organic, Sustainable, and Shade-grown floating around, do we really need to add the term Direct Trade to describe the coffee we buy and sell? At Poverty Bay Coffee Company we think the answer is a resounding YES! The reason is simple; these terms all require either a leap of faith on the part of consumers (or a third party that is paid to attempt to give the consumer the peace of mind), that the coffee what they are drinking is doing more good than harm. It’s called Direct Trade because it’s literally a direct trade with the coffee farmers.
What is White Coffee? White Coffee is coffee roasted half of the way through and to a lower temperature. By roasting it to this much lower temperature, you get a whitish colored bean that is higher in caffeine because you roast out less caffeine. This results in a very nutty and sweet taste profile much different from traditional coffee.