Araku Coffee, un circuit direct pour récompenser l'agriculteur

The direct circuit

Coffee is a prized product across the world and it is subject of intense speculation, price fluctuations, and harsh price negotiations. In the grand financial schemes, farmers often don't get their fair share. The proliferation of intermediaries and the pressure exerted by multinationals often results in producers not getting paid a living wage.

At Araku Coffee, we do things differently.From the very start, we are focused on direct trade with our producers! No more middlemen! We buy all our coffees from a single cooperative that represents more than 10 000 coffee farmers from the Araku Valley. We thus ensure a fair wage for those who put in the hard work every day to produce our organic specialty coffees.

Too many intermediaries...

In the traditional coffee supply chain, where coffee brands don't directly meet producers to buy coffee but go through negotiation channels, it's estimated that there are 30 intermediaries between the producer and the consumer. These 30 intermediaries each take a commission. This explains the high price of coffee for consumers compared to the purchase price from the producer. But why not work directly with producers? The margin would be the same, but the producer could earn much more! That's what we do at Araku.

Araku, a very different story

Araku is not the story of a French brand that wanted to sell coffee in France and went to meet producers. No, it's a very different story! It's the story of an Indian man, Manoj Kumar, who wanted to help his country. And his choice fell on the Araku Valley, a magnificent valley in eastern India, completely isolated from the rest of the country, without technology, without currency, without anything, and with an extremely high mortality rate. After helping the population by building hospitals, eradicating maternal mortality, and sending children to school, the families asked for help to earn an income. They themselves wanted to grow coffee, which once grew in the Valley. After millions of trees planted, support for farmers in organic farming, dozens of harvests, rather than letting producers sell coffee to intermediaries with bad intentions, Manoj Kumar had the crazy idea of launching a brand in France. He decided to create a brand to ensure fair remuneration for producers. This is how Araku was born. And to guarantee a good standard of living, the price is set by the producers themselves.

A price based on quality

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