What Is “Farmwashing” in Specialty Coffee? And Why It Matters to Your Morning Cup
Have you ever bought a bag of coffee with a beautiful photo of a farmer on the label, a heartwarming story printed on the side, and the words “direct trade” or “ethically sourced” stamped in bold?
You probably felt good about that purchase, and you should. You care about where your coffee comes from. But here’s something you might not know:
Not all feel-good coffee stories are real.
And that’s where farmwashing comes in.
Wait… “Farmwashing”? What Is That?
Think of farmwashing like greenwashing’s cousin. It’s when brands use vague or misleading stories about coffee farms or farmers to make their products seem more ethical or sustainable than they really are.
They might toss around terms like “farm direct,” “single origin,” or “supporting smallholder farmers” without explaining what those words actually mean or without any real connection to the farmers at all.
It’s the marketing equivalent of putting a cowboy hat on your product and saying, “See? We’re rustic and authentic!”
Why Farmwashing Hurts Everyone … Yes, Even You
Let’s be real: most of us buy coffee based on trust. We believe what’s printed on the label, and we assume that brands have done the work behind the scenes to make sure everything checks out.
But when a company uses farmy language or stock photos of farmers they’ve never met, they’re not just misleading you. They’re also:
Undermining farmers who are doing things the right way
Crowding out roasters who genuinely invest in fair partnerships
And diluting the meaning of words like direct trade, which once meant something powerful
It’s not just a branding problem. It’s a trust problem. And when trust goes out the window, every cup tastes a little bitter.
What Makes Win Win Coffee Different?
We get this question a lot, especially from customers who have been burned by other “ethical” brands.
So let us be clear: we don’t tell farmer stories unless they’re real.
If we say a coffee comes from Juan in Guatemala, it’s because we’ve spoken to Juan. We’ve walked his farm. We’ve cupped his coffee. We’ve probably shared a laugh over a too-strong brew while swatting flies and talking about the harvest.
One of our favorite origin stories? A small women-led co-op in Honduras that produces the beans for our seasonal medium roast. They told us they didn’t just want buyers, they wanted partners. People who would pay fairly, visit consistently, and listen when climate change started to mess with their yields.
So we signed on. No fluff. No photo ops. Just fair pay, open books, and a shared goal: better coffee for everyone.
How You Can Spot Farmwashing (Without Being a Coffee Expert)
You don’t need a Q grader’s palate to detect farmwashing. Here are a few red flags to watch out for:
Vague language like “responsibly sourced” or “farm direct” without details
→ Ask: What farm? What region? What year?Romantic stories that sound too polished
→ Real farmer stories are often messy, nuanced, and not always Instagram-ready.No traceability or transparency
→ Look for roasters who name their producers and offer sourcing details.
You Deserve Better Coffee—and a Better Coffee Industry
Let’s be honest: we all want to feel good about our morning ritual. That first cup? It’s sacred. It deserves to be honest, meaningful, and yes, delicious.
But that’s only possible when we know who’s behind the beans.
At Win Win Coffee, we’re not perfect. But we’re committed. We work directly with farmers and co-ops, pay premium prices, and build relationships that go beyond just buying coffee. Because when the people growing your coffee are winning, you can taste it.
Literally.
A Final Sip
Farmwashing might be trending in marketing departments, but you’re smarter than a fancy label. You’re curious, intentional, and thoughtful, and we love that about you.
So next time you're choosing your next brew, ask yourself:
Do I know where this coffee really comes from?
Do I trust the story I’m being told?
And if not, we’d love to invite you to try a cup of Win Win Coffee. No smoke. No mirrors. Just real beans, real people, and real stories, one sip at a time.
Because every cup should be a Win Win.
