Cup to Farm

Cup to Farm for us isn’t just getting the popular term of farm-to-cup the wrong way round. It’s actually the very core of Roots’ business. While we embrace the traceability factor of specialty coffee and the stories behind the cup-to-farm concept, we felt that something was missing. We felt that our customers could be more involved with the journey of our coffee, and we believe that they have the ability to turn a traditional coffee chain into a complete cycle.

For every cup of coffee we serve you, we allocate part of the profit/revenue towards our farmers and processors. We know how hard it is to improve the quality of the coffee when you’re on your own. With this investment, Roots and all our coffee people are able collaborate, learn from each other, equip ourselves with the right technology and work towards the same goal.

We want out customers to have that choice of ordering a cup of coffee that’s going to make a significant impact; from improving the quality of Thai coffee, coaching better home brewers, to bettering the livelihood of our farmers. Cup-to-farm is an idea we hope to share with other coffee enthusiasts, and we’d love to see more people and businesses enjoy working with coffee with a similar mindset.