It's "just" coffee

"Why pay more?? It's just coffee". A question I used to answer almost every day... until I stumbled upon this video. It's produced by Nordic Approach and sheds some light on the process of producing coffee of the quality and standard that we appreciate. Give it a watch and let me know what you think. Would love to hear from you.

This is what Nordic Approach has to say:

"One of the core objectives for Nordic Approach is to work at origin to identify, improve, select, and import the best coffees from the most interesting origins. We believe in transparency throughout the chain and premiums going back to the producers is the only way to a sustainable quality coffee production.

To fulfill this goal, we have to do a lot of work on the ground, and this short film serves as an example of how we work to create quality at origin. The film is recorded at Motherland Farmers Coffee Washing Station in the Nyamagabe district in Southern Rwanda, and at the Rwanda Trading Company dry mill in the capitol Kigali.
We are shareholders and are managing quality on this washing station, and this gives us unique opportunities to experiment on agricultural practices, processing and to share our knowledge with all the other producers we work with worldwide.

That being said, the processing techniques and concepts we see in this film are not specific to this single washing station only, but represent a general idea of how we work with the concepts of cherry selection, wet milling, grading, hand sorting, drying, lot separation, and cupping. Working long-term with cooperatives, associations, and farmers enables us to do increased lot separation and more selective buying. Through the premiums we pay every year, the farmer is able to invest and fine-tune quality, and we are able to access increasingly good coffee year after year."