Direct Trade | J. Hornig
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Direct Trade THE JOHO’S SPECIALTY LINE

We buy the beans for our JOHO's speciality line directly from the farmer.
This is called Direct Trade.
An idea that we'd like to present in more detail.

DIRECT TRADE: THE NEW WAY TO TRADE COFFEE.

Here at J. Hornig, when it comes to coffee quality, we like to take the direct route. Which is exactly what we do with JOHO’s, our speciality line. The beans for this extraordinary coffee come directly from the farmers. Without any detours. This is called “Direct Trade”. This way of trading coffee brings farmers and roasters together at the same table. Both sides benefit – and, of course, so does the customer.

  • Security

    The roaster knows the farmers personally and they agree a fixed purchase price for his coffee. This allows both to plan long-term.

  • Feedback

    Farmers and roasters regularly exchange information and share a common goal: extracting the best flavour from the beans.

  • Quality

    The customer receives the highest quality coffee. They also know all about where the beans have come from. So they know where their coffee was grown and who grew it.

SPECIALITY COFFEE DIRECT FROM THE FARMER

HOW IT WORKS.

  • 1

    May we introduce you? This is Ismael. He operates the Fazenda Sao Silvestre and supplies the beans for our JOHO’s Brazilian. Let’s use him as an example to show how Direct Trade works.

  • 2

    We work together with Ismael to create the perfect cup of coffee. We guarantee a stable price. And he delivers only the very best quality. Trading coffee can be this simple.

  • 3

    Once the beans are processed and dried, they make the trip to Graz. Without detours. There are no intermediaries or middlemen, only the farmer and the roaster.

  • 4

    In Graz, we roast Ismael’s beans traditionally, in the drum. Only this gentle roasting process makes our JOHO’s what it is: a unique speciality coffee.

  • 5

    The perfectly roasted JOHO’s beans are then packed by hand. Our speciality coffee is available to by in our shop in Graz, Austria, or online at jhornig.com/shop.

WOULD YOU LIKE TO LEARN MORE ABOUT JOHO’S?

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