1. Aim to provide fair prices for growers, by reaching 40-50% of the consumer price to the producer. We do this by minimising activities unrelated to the coffee.
2. Would you trust a source that is paid to say something? We don’t, so we won’t pay to influence or advertise. Visual imagery will be used to communicate the truth, not to persuade to buy. Our product, service and values make the brand, not an ad agency.
3. We will not mass produce. There will be no assembly line. Every person in the organisation will be encouraged to learn and perform all functions, so that someday they can start out on their own if they wish. It’s dehumanising to make any human repeat the same operation over and over in the name of specialisation, and we will never do that. When everyone does every job, it melts away the pride and shame associated with division of labour in caste society.
4. Build trust between the Consumer and the Producer, where each cares for the well-being of the other. A producer should produce as they would for their own family, and a Consumer should be mindful of the life afforded by the price they pay, and understand farm life. Honesty in production and consumption is the primary goal, and we accept whatever profits that come out of it. Maximising shareholder value is not our objective.
5. Minimise automation and increase mutual inter-dependence with employees. No matter how good a coffee tastes, we will not automate and repeat roast profiles on the roasting machine. We repeat it manually if we want to. Work is not a chore to be completed, instead its part of a series of joyous movements that make up life.
6. There will be no Standard Operating Procedure, except for machines. Employees will not follow preordained steps and processes in their daily work. They will be forced to use their intelligence to solve problems at work, even if to an outsider it seems like they are reinventing the wheel.
7. In the people we work with – growers, employees, and consumers – we value awareness, integrity and the ability to cooperate.
8. We are a small business, not a start-up. We pursue efficiency of resource use, not economies of scale. We only accept equity from employees, and there will be no debt, and no reporting or accounting for others.