Kindness from the Ground Up: How Our Direct Relationships Support Coffee Communities

By: Enrique Hernandez, Chief Impact Officer & Coffee Buyer

It often feels a little odd when people label the work we do at origin as "kind." To be honest, I've never really considered it that way. Our approach has always been rooted in the principles of responsibility and fairness toward the individuals who pick and process our coffee. In my mind, that’s simply the bare minimum we should strive for as a business. However, as I reflect more deeply on this perspective, I realize that it indeed embodies an act of kindness. Embracing empathy, compassion, and kindness allows us to recognize the vast amount of work that lies ahead. This awareness not only highlights the areas that need improvement but also points to the necessary changes we must implement to address inequities within the coffee supply chain.

Today, consumers are more conscious than ever of the origins of their products. They're increasingly eager to understand how the individuals behind their favorite items are treated, and whether they receive fair compensation that enables them to achieve a decent standard of living. This topic has become a crucial conversation across industries, and what might seem like a simple act of “kindness” transcends the businesses that adopt these practices, reaching all the way to the hands of the consumers.

This shift is truly gratifying because it emphasizes a collective responsibility. Without the support and awareness of the consumer, our efforts would lack the impact we strive for. Today’s customers are actively demanding greater transparency from brands, and this growing insistence empowers us to do even more good. It strengthens our commitment to ethical practices and drives us toward creating a more equitable and sustainable coffee industry. Ultimately, it allows us all to participate in a meaningful change.

The success of our coffee sourcing program depends heavily on the personal and direct relationships we cultivate with each producer. This connection is the key to everything we do. I am incredibly fortunate to have the opportunity to spend extended periods of time with the farmers at the origins of our coffee. This isn’t just a quick visit; I dedicate days, weeks, and sometimes even months immersing myself in their environment, engaging in meaningful conversations, and deeply understanding their unique circumstances.

During these visits, I focus on listening to their experiences and challenges, which allows me to adapt our sourcing strategies to better meet their needs. It’s crucial to address the real issues that coffee farmers and farm workers encounter. This commitment is at the heart of our mission. By fostering long-term, honest relationships, we help break down any reluctance producers may have about sharing their struggles and insights.

When I return multiple times a year and spend significant time on the farms, it creates a sense of trust and familiarity. This rapport opens up lines of communication that lead to productive discussions about their challenges. With a trusted partner who genuinely cares about their well-being, they feel empowered to speak candidly about what they face. Together, we can then devise tangible solutions and implement changes that truly make a difference in their lives and livelihoods. This approach not only builds community but also strengthens the overall quality and sustainability of the coffee we source.

Our commitment to direct relationships doesn’t stop at the farm level. We believe in supporting the broader community as well. Whether it’s investing in education, healthcare, or local infrastructure, our work aims to create lasting, positive change. By contributing to the well-being of the farmers and their families, we help ensure that the coffee industry remains a viable and sustainable livelihood for generations to come.

Moreover, our transparent approach means that consumers can trace the journey of their coffee, knowing that each cup represents more than just a product—it’s the result of meaningful relationships and shared goals. This visibility empowers consumers to make informed choices and feel a deeper connection to the people who grow and harvest their coffee.

At the end of the day, kindness is not just about a simple gesture or a temporary feeling; it’s about a continuous commitment to making the world a better place. For us, kindness is woven into every part of our coffee sourcing program. It’s about showing up, listening, and building long-term, trust-based relationships that create a lasting impact. The work we do at origin may not always be labeled as “kind,” but when we focus on empathy, respect, and fairness, we’re ultimately contributing to a system that supports coffee communities from the ground up.

In this way, kindness becomes not just a word, but a guiding principle that informs everything we do. Through direct relationships, we’re not just improving the lives of those who grow our coffee—we’re shaping a more just and sustainable industry that benefits everyone, from farm to cup.