20% Return To Origin
20% of the retail price of every bag of coffee returns to origin. Producers know exactly how much we sell their coffee for. Consumers know exactly how much stayed in country. Simple. Transparent. Fair.
Economic Equity is the right to share in the appreciation in value.
Out of the $400 billion coffee industry, a meager 5% stays where it's grown, leaving farmers with crumbs. At Torque, we're rewriting this injustice. Our radical approach ensures equity for coffee producers, shifting power dynamics.
Torque Coffees ensures at least 20% of every coffee’s retail price stays in the country of origin with our simple, transparent Proportional Pricing© system.
Proportional Pricing directly ties coffee’s value at its country of production to its retail price in its country of consumption—no giveback schemes, no complex formulas, just fair, upfront equity for producers.
Torque flips the supply chain, ensuring both producers and consumers know exactly how much equity returns to origin—creating a fairer, more transparent coffee industry.
We're breaking norms, building a fairer future. Torque Coffees reverse-engineered the chain, advocating for a balanced, equitable industry. It's time to empower those who make your coffee. Together, let's dismantle inequality in the coffee world.
Reverse Engineering Value
Everyone agrees coffee producers have value and that more of that value should remain in the country of origin, but there’s no clear way to decide their fair share—until now. Torque’s Proportional Pricing ensures that 20% of the retail price returns to origin, directly linking producer earnings to the coffee’s full value. This shifts the industry’s power dynamic, letting customers see exactly how their purchase supports farmers and empowering producers to easily see exactly how much consumers pay. No complex math, no gimmicks—just fair, transparent equity.
Returning Value To Origin
Torque Coffees is pioneering a unique and radically different approach to the coffee value chain. The current coffee value chain starts at the commodity market price of generic green and tries to come up with some amount of add-ons to make that base commodity price deliver value to specialty coffee producers.
Torque Coffees reverse engineered the coffee value chain and we start from the value to the consumer for a bag of roasted coffee and assign a preset percentage of that consumer price as due the coffee producer. We call it producer equity.
We use the economic definition of equity which is “The right to share in the appreciation in value.” We believe that is the bare minimum foundation of a balanced, equitable coffee industry. And that is our ultimate goal. To break the chains of inequality and bring coffee into balance.
Terms & Definitions
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20% Return To Origin
The portion of the retail price that remained in the country of origin based on FOB price.
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FOB = Free On Board
The coffee is bagged, labeled, and ready to load for shipment. This is the point where all that money stays in origin.
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EXW = Ex Warehouse
Coffee has left country of origin and available at a commercial coffee warehouse.
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Transport Costs
the cost per pound to get the coffee from a central warehouse to our roastery.
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Final Roasted Cost
All costs from FOB to EXW to our roasters, plus an average roast weight shrinkage percentage.
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Torque Costs
All the other costs besides the raw roasted coffee to get it to the point where it’s ready to go including living wages for our staff.
Join The Revolution
Join the coffee revolution! Embrace Proportional Pricing and transform the industry. Imagine a world where coffee isn't just a commodity, but a vital part of a fair value equation. We're on a mission to connect with those who share our passion. Let's revolutionize coffee buying together and create a more equitable future. Join us!
FAQs
Why Should I Care?
In the traditional coffee industry, farmers often get just a small fraction of what consumers pay, with middlemen and large corporations keeping most of the profits. This leaves many coffee producers struggling financially despite the huge global demand for coffee. Torque Coffee flips this unfair system by ensuring that when you pay more for your coffee, farmers get more, directly reflecting the price on the shelf.
Why Should You Care?
1. Empowers Farmers: By shifting more of the value back to the farmers who actually grow and harvest your coffee, Torque Coffee is fighting against exploitation in the coffee supply chain. You’re supporting a model that ensures fair compensation for hard work.
2. Transparency: Proportional Pricing© is clear and straightforward. There’s no mystery about where your money is going—20% of it flows directly to the farmers. It’s a refreshing change from the opaque systems of the traditional coffee market.
3. High-Quality Coffee: When farmers are paid fairly, they can invest in better practices, which leads to higher-quality coffee. It’s a win-win: you get better-tasting coffee, and farmers earn a sustainable livelihood.
4. Ethical Consumption: By choosing Torque Coffee, you’re participating in a movement toward more ethical and equitable coffee consumption. Every cup you enjoy helps dismantle an unjust system and builds a future where the people growing your coffee are treated with respect and fairness.
Supporting Torque Coffee's model isn’t just about enjoying a great cup of coffee—it’s about making a positive impact on the global coffee industry and the lives of the people who make it possible.
