- Consumers are increasingly calling out brands that spotlight farmers and staff without meaningful support or transparency
- Less than 10% of the retail price of a coffee goes back to producers
- Many coffee companies shy away from pricing transparency
IN the world of specialty coffee, storytelling has become an essential part of brand identity. Tales of misty highlands, generational coffee growers, and humble beginnings now fill packaging, Instagram feeds, and promotional campaigns.
But behind this romanticised narrative lies a pressing issue: is this visibility meaningful, or simply marketing fodder?
Increasingly, consumers and critics alike are calling out brands for performative practices – for showcasing producers and staff without delivering real benefits, a practice also known as “farmwashing.”
In recent years, the premium coffee industry has been scrutinised for co-opting the image of the producer without redistributing the profits. Smallholder farmers, often photographed in fields or featured in storytelling campaigns, are rarely the ones reaping the rewards.
It’s a dynamic that mirrors broader trends across industries: Visibility without equity.
“For us, it’s never about curating a narrative – it’s about documenting reality,” says Martin Mayorga, Founder and CEO of Mayorga Coffee. “We just show what our lives and work look like. Whenever I bring someone who’s never seen coffee production to Latin America, they’re blown away – and they’re the ones who end up sharing that content. It becomes a tool for education, not poverty porn. We ultimately just want people to feel like they’re at the farm with us.”
“We always name the producer. It sounds basic, but you’d be shocked how many people post photos of farmers they’ve never met. Some even pretend to be on the farm when they’re not. We don’t do that. We document what we do, who we work with, and why it matters – and we try to use that engagement to educate.”
The same can be said for internal team dynamics. In-house employee appreciation, such as “Employee of the Month” boards and occasional shout-outs on social media, can easily veer into performative territory.
Recognition is hollow if it doesn’t translate into better pay, conditions, or career advancement.
These tactics often centre the brand more than the people they claim to honour. Take, for example, the marketing campaigns that trumpet direct trade relationships with farmers but quietly exclude any mention of pricing transparency. Or the employee spotlights that feature staff members as a diversity showcase without changing company culture or policies.
“Staff? We spotlight them because we care about them,” says Martin. “Because we’re proud of them and the work they do. Not because they’re marketing assets. That’s the root of the problem: this idea that you need to ‘market humans.’ People aren’t props.”
Visibility matters. Done meaningfully, spotlighting suppliers and staff can help build more equitable supply chains and foster workplace cultures where people feel seen, valued, and empowered.
The question isn’t whether to showcase people – it’s how to do it without being performative or cringe-inducing.
From invisibility to exploitation
It wasn’t long ago that coffee producers were entirely invisible to consumers. The coffee aisle was once dominated by faceless, corporate brands that made no mention of origin.
Farmers were cogs in a vast, anonymised supply chain. If any recognition existed, it came in the form of fair trade seals or nebulous claims of ethical sourcing.
Historically, most coffee companies offered little to no visibility to the people behind the bean. Marketing campaigns rarely mentioned origin, let alone the individuals growing the coffee. Staff, too, were largely seen as replaceable, with little emphasis on retention, wellbeing, or development.
“Real engagement. Real communication. That’s where it starts – actually listening and having honest conversations about what people need,” says Martin.”That’s the only way we’re going to break out of this historical zero-sum mentality.”
“It’s not complicated. Talk to producers, build mutual relationships, and be transparent. But we also have to accept that this is about how businesses are built. If your first priority is return on investment, you’re not going to build authentic relationships – it’s just not going to happen.
What I’m seeing now is wild – kids in their twenties talking like hedge fund managers as they talk about raising capital and the multiple that they want to exit at. Coffee’s become this shiny investment vehicle, all about numbers. We’re taking humanity out of it.”
Some legacy issues persist. According to the International Trade Centre’s Coffee Guide, 4th Edition, less than 10% of the final retail price of a coffee beverage goes back to the producer. And while companies increasingly tout equitable sourcing, few commit to transparency reports that show the breakdown behind their prices.
A few initiatives and brands exist that spark hope – for example, the Specialty Coffee Transaction Guide aggregates data from various contributors to provide insights into specialty coffee pricing. Blossom Coffee Roasters, Nylon Coffee Roasters, Counter Culture, and Coffee Collective are some examples of brands that publish transparency reports outlining FOB prices and sometimes farmgate prices for their coffees.
The Pledge for Transparency in coffee purchasing, initiated in 2018, brought together coffee professionals committed to establishing a common standard for transparency in green coffee buying. As of recent counts, over 90 companies have committed to The Pledge, reflecting a significant shift towards transparency in the specialty coffee industry. However, the growth in signatories has plateaued in recent years, signalling a possible waning in price transparency as a priority for the sector.
Meanwhile, staff in green coffee businesses, roasting companies, and coffee shops still often grapple with either poor wages, inadequate training, or high burnout.
Several high-profile companies, including Starbucks and Blue Bottle, have faced unionisation efforts in response to experiences of poor working conditions and a perceived disconnect between corporate branding and employee experience.
The illusion of visibility can be just as harmful as invisibility. When brands spotlight staff or suppliers without material support, they risk reducing people to marketing props. And consumers, increasingly attuned to these tactics, are beginning to push back.
Beyond branding: Spotlighting with substance
So how can brands spotlight people without slipping into performativity? It begins with shifting the centre of gravity – from the brand to the individual.
Rather than showcasing how a supplier aligns with company goals, leading brands are learning to share how suppliers drive innovation, resilience, and growth.
Companies like Mayorga Coffee have long taken this approach. Instead of spotlighting producers as an act of benevolence, they acknowledge them as strategic partners whose knowledge and practices actively shape the business.
“People ask me all the time, ‘Who else in the industry does what Mayorga does?’ Honestly? I can’t think of one,” says Martin.
“There’s a lot of well-meaning ignorance out there. Some people really believe they’re doing good – they share smiling faces and ‘positive stories’ – but they have no idea how those posts land. Without context, it comes off as cringey at best. The term ‘ethical sourcing’ is broad at best and remains surface-level. The industry tends to be built on performance – not principles.
Just look at what happens when prices spike. The market breaks four dollars and suddenly everyone’s talking about soil health and regenerative farming – because that’s what they think consumers want to hear so they can justify price increases. Then prices drop, and everyone goes back to business as usual. The performance is rarely about people – it’s always about optics.”
Mayorga regularly highlights its producers and staff in public communications, not as a form of virtue signalling but to elevate their role in decision-making and impact. From long-term partnerships with Latin American cooperatives to staff leadership in community projects, Mayorga positions its people as agents of change rather than beneficiaries.
This approach is backed by data. According to Deloitte, companies with inclusive recognition strategies had 31% lower turnover rates and were 12 times more likely to have strong business outcomes.
Similarly, research from Harvard Business Review shows that employees who feel recognised in meaningful ways are more productive, loyal, and likely to speak positively about their employer.
In supply chains, the benefits are just as tangible. Long-term sourcing relationships built on transparency and respect lead to better quality, consistency, and resilience. Producers who feel genuinely respected and heard are more likely to invest in quality and innovation.
The most effective recognition strategies are rooted in long-term partnership, financial transparency, and shared decision-making. That means investing in local infrastructure, providing upfront payments or risk-sharing arrangements, and inviting producers and staff into conversations that shape the company’s direction.
It also means creating space for producers and employees to tell their own stories. Instead of polished, brand-driven narratives, companies can facilitate platforms for authentic, unfiltered voices. When done right, this builds trust not just within the organisation or supply chain but also with consumers.
Performative spotlighting is a short-term strategy that savvy audiences are beginning to reject. In contrast, authentic visibility can drive loyalty, improve performance, and foster a culture of mutual respect. In today’s marketplace, that matters more than ever.
Coffee Intelligence
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