This Startup Keeps Silicon Valley Caffeinated While Paying Coffee Farmers Fairly

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Growing up in the fifth generation of a Colombian coffee-growing family, Maria Jose Palacio knew just how unstable that life could be. Farmers’ incomes swing wildly because of fluctuations in international coffee prices, and they often lose money on their crops. When Palacio moved to New York City, she says, “it just got really depressing drinking $5 cups of coffee knowing none of it was going back to our community.” Her solution: She’d coach farmers to improve the quality of their beans to a grade known as specialty. Then she could pay them a stable and higher price for the beans, roast them in San Francisco, and sell premium coffee to tech companies.

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