Coffee, from the farm to your cup

Great coffee is the result of incredible care taken at every step along the way. Finding, sampling, selecting, shipping, roasting, packaging and selling coffees from Africa, Indonesia, Central and South America is what we do – but there is so much more involved in an excellent cup of coffee. We created this poster to tell the story of the journey of our coffee from the farm to your cup.

Coffee: from farm to cup

Coffee: from farm to cup – poster designed by Sven Sandberg Studio


Steps 1-4

Farmers grow coffee trees, which take about 5 years to fully mature. They nurture the trees, which flower and produce cherries, which are harvested by hand as they ripen over several months.

Steps 5-8
In the wet process, the sweet, red fruit is removed from the coffee bean and the beans are washed, dried in the sun and hand sorted for defects.

Steps 9-12
After aging, the outer “parchment” is removed, and the green beans are put into sacks for export and shipped from origin to the port of Oakland. A truck carries them to our warehouse in Fort Bragg where we roast and craft our many blends.

Steps 13-16
We cup our coffees a final time before filling 12 ounce bags for grocery stores and our online customers, and the 5 pound bags we send to cafes, restaurants and bulk bins at grocery stores. The last 2 steps are crucial. It’s up to you to let the magic out of your bag of coffee and enjoy it.

As you sip your coffee, think about all of the people and hard work it took to bring this precious drink from the farm to your cup. For tips on letting the magic out of a fresh bag of coffee, check out our Brewing Guide.

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