Brewing Profits: How a Coffee Startup Empowers Farmers

Bram de Hoog’s journey from an ambitious coffee buyer to a visionary entrepreneur is nothing short of invigorating, especially for those with an affinity for caffeine and community. More than three years ago, de Hoog was navigating the aromatic corridors of coffee trading for an importer based in Hanover, Germany. Fast forward to last September, he made a bold move by launching Paso Paso, a company that is as innovative as it is inclusive. Interestingly, Paso Paso isn’t just de Hoog’s venture; it is co-owned by coffee farmers from Africa and Central America, creating a unique business model that champions the producers’ interests.

Paso Paso officially started selling its high-end coffee in February. Despite the tropical origins of their beans, the primary markets for these premium brews are located in North America and Europe. Recognizing this, de Hoog established a roastery in Hanover owned by producers from Ethiopia, Costa Rica, Nicaragua, and El Salvador. This isn’t just a token gesture; the farmers are actively involved in shaping the company’s strategy, marketing, and other critical decisions. Monthly remote meetings serve as the backbone for this collaboration, where de Hoog updates their financials and discusses various issues. This transparent approach ensures that everyone has a seat at the table, figuratively and literally.

De Hoog’s previous role as a coffee buyer was far from a transactional experience. Over the years, he built substantial relationships with numerous coffee farmers, many of whom he now considers good friends. These relationships have proven invaluable for Paso Paso. Hester, one of the farmer-owners, notes that participation in the company has not only increased her financial returns but also provided a platform for peer advice. This collaborative spirit extends to resolving client-related issues and other challenges that might arise. Farmers like Hester also participate in calls with coffee shops and other clients to gather feedback. This direct line of communication helps them tailor their products to meet the specific demands of the market.

The company’s mission extends beyond mere commerce. Paso Paso is committed to educating small farmers, helping them add value to their coffee. This involves training in advanced processing techniques and providing necessary equipment. The input from coffee roasters and shops is instrumental in shaping these educational programs. By understanding which varieties and qualities are in demand, farmers can optimize their processes to produce the most sought-after beans. This symbiotic relationship ensures that both producers and consumers benefit, creating a more sustainable and efficient supply chain.

Initially, Paso Paso focused its efforts on local retailers and coffee shops in Hanover. However, the company’s ambitions don’t stop there. De Hoog recently discussed the possibility of visiting a favored farm with the owners of a local coffee shop. This initiative not only strengthens business ties but also fosters a deeper appreciation for the source of their cherished brews. Such endeavors highlight the company’s commitment to bridging the gap between the farm and the cup, ensuring that every sip of Paso Paso coffee tells a story of hard work, dedication, and community.

In essence, Paso Paso is redefining the coffee industry one bean at a time. By giving farmers a significant stake in the business and involving them in every aspect of decision-making, de Hoog is creating a model that is as equitable as it is innovative. This approach ensures that those who toil in the tropical sun to grow quality coffee are adequately rewarded and have a say in the journey of their product from the farm to the consumer’s cup.