Sips of Fair Trade

Coffee is one of the world’s most consumed products, but behind every cup is a complex global supply chain that often leaves farmers underpaid and vulnerable. Fair trade coffee companies seek to change that reality by building direct relationships with producers, paying fair wages, and investing in sustainable communities. While many fair-trade businesses begin with strong activist roots and small-scale operations, several have expanded into major players within the mainstream coffee market. Companies like Level Ground Coffee Roasters, Gobena Coffee, and Equal Exchange each demonstrate different approaches to combining ethical sourcing with business growth.

Level Ground Coffee Roasters has grown into a large-scale coffee operation with a 20,000-

square-foot facility and millions of pounds of product moving annually. Founded to support

small-scale farmer cooperatives through fair trade practices, the company has gradually shifted from serving niche fair trade stores to operating in mainstream wholesale markets such as grocery chains, food service, and large retailers. This transition reflects the value of increasing impact by reaching more consumers rather than remaining a small, values-driven niche business. They have found that marketing as a quality product rather than as a fair-trade product has helped their packaging and company significantly.

Level Ground Colombia Dark Roast coffee is one of several options available at Crossroads.

Equal Exchange was founded in 1986 by a group of activists who wanted to create a more just and equitable trading system between producers and consumers. Originally inspired by

opposition to the Reagan administration’s embargo against Nicaragua, the company’s first coffee purchase came directly from Nicaraguan farmers. From the beginning, Equal Exchange aimed to pay fair prices, support small-scale producers, and promote economic justice through cooperative business practices. Today, the company distributes products nationwide through thousands of retailers just like Crossroads.

Crossroads provides several Equal Exchange coffee roasts in packaged and bulk options.

Gobena Coffee was founded with a mission-driven purpose rooted in both ethical sourcing and social impact. In 2012, founders Steve and Danae entrusted the company to Lifesong for

Orphans, an organization focused on supporting vulnerable children. Initially operated by

volunteers, Gobena later hired its first full-time employee in 2014 and has continued to grow

steadily since then. Today, it functions as a for-profit business in partnership with Lifesong, with100% of profits directed toward enriching the lives of orphans and vulnerable children. The company’s core goal is to provide high-quality, fairly sourced coffee at an excellent value so customers can enjoy a strong product while contributing to a meaningful cause. Gobena has expanded significantly in scale and reach, now supplying over 80 cafés and retail outlets nationwide, along with an Amazon storefront and wholesale distribution throughout the Midwest.

Gobena's Ethiopian dark roast is also available at Crossroads in whole bean.

In different ways, Level Ground Coffee Roasters, Gobena Coffee, and Equal Exchange

demonstrate how fair trade businesses can successfully balance ethical values with long-term growth. Whether through expanding into mainstream retail markets, directing profits toward vulnerable children, or building cooperative partnerships with farmers, each company shows that business can be used as a tool for social impact. Purchasing fair trade coffee can make a difference.

Purchasing fair trade coffee can make a difference.

Photos from a recent visit to Gobena Coffee in Gridley, IL.