We are a coffee roastery with six coffee shops and our own coffee import in Copenhagen, Denmark. In our coffee shops, we aim to set new standards for coffee brewing and serving, and to keep exploring the unlimited potential of coffee all the way from seed to cup. The dream that drives Coffee Collective is to explore and unfold exceptional coffee experiences in a manner that gives better return to coffee farmers across the globe. Coffee quality is brought about in three links: farmer, roaster and barista. We work hard to ensure that these three links collaborate, working towards the collective goal: Exploring coffee’s taste potential. As coffee is grown far from Denmark, it is important for us to work with transparency. With our Direct Trade model, we lay out a distinct set of criteria for our trading with the producers. Direct Trade is based on the notion that the better the quality we get, the better price we are able to pay, and the better quality we will have again the following year and so forth. Ultimately, our dream is for a coffee farmer in Kenya to obtain the same status and living conditions as a wine grower in France.