We’re not here to be just another coffee brand. Our purpose goes beyond great taste - it’s about people. Specifically, the farmers whose hard work makes every cup possible.

Here are a few powerful facts about smallholder coffee farmers that reveal the challenges they face - and why choosing to support fair, local, and direct trade coffee truly matters.

44% of coffee farmers live in poverty.

Nearly half of the world’s coffee farmers survive on less than $3.20 a day. Your daily cup can help change that.

Many farmers earn less than it costs to grow coffee.

From fertilizer to labor to transport, farmers often go into debt just to bring coffee to market. We pay a fair price so they don’t have to choose between farming and survival.

Coffee farmers often go hungry.

Ironically, those who grow one of the world’s most valuable crops can’t always afford enough food for their own families. Together, we can help put dignity - and dinner - on the table.

Small farms grow 60% of the world’s coffee.

Most coffee comes from family-owned plots of just a few acres. These farmers are the backbone of the industry - yet also the most vulnerable. Direct trade means security for them, and sustainability for all of us.

Farmers earn up to 85% less than what they need.

In many regions, coffee farmers make only a fraction of a living income. By choosing Kincaid’s, you can help close that gap and create lasting change with every sip.