Coffee has long served as a source of connection – bringing people together, sparking conversation and bridging cultures. Farmer Brothers’ Project DIRECT program is working to deepen those connections, investing directly in the communities where it all begins.
Launched in 2010, Project DIRECT is built on three core commitments – transparent pricing with full traceability, long-term relationships with coffee producers and community-led initiative designed to improve daily life. Through Project DIRECT, Farmer Brothers and its specialty brand Sum>One Coffee Roasters continue to invest in infrastructure that supports long-term sustainability in coffee-producing regions. Most recently, the program has been focused on expanding access to clean drinking water for Farmer Brothers’ partner communities in Ethiopia and Colombia.
In Ethiopia, Farmer Brothers has partnered with Keffa Coffee and the nonprofit organization, Water To Thrive, to fully fund the construction of a new drinking water well. The recently completed project will serve more than 300 families in the region, a place where access to clean water has often been inconsistent. The well is expected to significantly reduce waterborne illnesses, improve school attendance for children and create greater stability for coffee-farming households.
“Project DIRECT isn’t about one-off donations or quick fixes,” said Farmer Brothers Green Coffee Procurement Manager Elizabeth Fisher. “It’s about making lasting impacts in the communities our partners call home through long-term partnerships built on trust, communication and care for one another.”
Community involvement is central to the program’s success. In addition to participating in a needs assessment, local stakeholders take an active role in designing and implementing plans through organized committees. This approach was also recently used in Huila, Colombia, where Farmer Brothers worked alongside coffee growing partners Terra Coffee and Mastercol to bring clean drinking water solutions to producers in the Santa Ana group.
Through this collaboration, 40 water filters were distributed to farming households, including one system installed at the San Isidro Educational Institution’s Santa Ana campus, expanding access to safe drinking water for students.
“Access to clean drinking water is something a lot of us take for granted, but it is essential for health, daily life and the future of farming families and their communities,” said Fisher. “Through Project DIRECT, we are able to strengthen our long-term partnership with our farmers and show our appreciation for the critical role they play in helping us bring great tasting coffee to our customers. Every bag of coffee our customers enjoy is thanks to them – and helps make projects like this possible, strengthening communities for generations to come.”