ShareTrade Coffee

Over the past few months we have been busy behind the scenes getting our roastery ‘ShareTrade coffee’ ready.

It all began when we attended a focus group hosted by the Big Rock Coffee Company at Canopy Coffee where sustainability challenges within the industry were explored. There was a lot of enthusiastic input and a clear indication that although speciality coffee quality was important, in equal measure was actually knowing that having that daily flat white or V60 filter would help contribute to a fairer value chain. 

It became obvious that this was more than just an early stage idea stage workshop, and that the ShareTrade concept had been brewing for some time!

So what is ShareTrade?

The ShareTrade sourcing model is a response to the on-going challenge of low prices facing many of the 25 million smallholder coffee farmers around the world. It goes deeper than providing just a ‘fair price’; a farmer should be given the opportunity to manage their farm as a proper business with access to professional advice to ensure that the farm is capable of becoming economically and environmentally sustainable, and not just a subsistence operation.

ShareTrade requires a long term, direct relationship with each farmer that is built on trust and the anticipation of a lot of hard work. There are four core principles of ShareTrade:

  1. Farmers deserve a bigger share of the price paid for a cup of excellent coffee and this is why we pay ‘the right price’ to enable the other principles.

  2. Our farmer partners, who work hard to produce high quality coffee, deserve an income that rewards that effort – and should be able to contribute towards social benefits.

  3. Farms will be transformed. Our farmers have access to professional advice to ensure that the farm can become economically and environmentally sustainable. This means improving quality, yield, and environmental performance and may also require the rental or purchase of additional land.

  4. Smallholders should be able to access affordable loans to invest in their farms, and be capable of repaying them.

(Source: Big Rock Coffee Company, 2018)

We have teamed up with the Big Rock Coffee Company to roast their ShareTrade coffees, meaning not only will we be directly supporting their ShareTrade vision but we will also have access to some outstanding coffees.

So when is it all happening?

We were excited to learn that to the first ShareTrade coffee will arrive mid-November from two Colombian farmers - Miller Marin and Jorge Taborda – and we will be launching an exclusive ShareTrade blend developed in partnership with top Guildford speciality coffee house Canopy Coffee. Keep your eyes peeled!

The ShareTrade concept truly aligns with the vision and values of Chimney Fire Coffee. We ideally wanted to take more action in this area earlier than now, but the trials and tribulations of a start-up business means you have to juggle priorities in order to generate long-term sustainable goals. Our aim is to be able to showcase the efforts of Miller and Jorge through meticulous roasting, and find customers for their delicious coffees through our Office Coffee Clubs and retail outlets.

If you are interested in trying some ShareTrade coffee in your office or would like to learn more, please get in touch with either ourselves or the Big Rock Coffee Company. Their new website will be available soon.

The first of two ShareTrade coffees comes from the high altitude farm of Miller Marin in Penol, in the region of Antioquia, Colombia (photo: Big Rock Coffee Company, 2018)

The first of two ShareTrade coffees comes from the high altitude farm of Miller Marin in Penol, in the region of Antioquia, Colombia (photo: Big Rock Coffee Company, 2018)


cold brew_compressed.jpg

With the UK summer well and truly upon us and temperatures even occasionally exceeding 25 degrees, cold brew coffee has almost become the caffeinated tipple of choice. 

We started cold brewing our coffee last summer, mainly to showcase our coffee range at events and markets where we didn’t have power to sample the hot stuff. We were able to test out each of our single origin speciality coffees with the Ethiopian coming out on top with its refreshing citrus burst and sweet, honey aftertaste.

The feedback was incredible. Contrary to our expectations, it was not perceived as just a ‘coffee gone cold’ but rather a refreshing, thirst quenching, naturally sweet alternative to many other chilled drinks with added sugar. Due to the cold process and long extraction time, all of the natural sweet flavours of the bean are extracted to produce the cleanest finish.

Our bottled cold brew is available online but how exactly is it made and can you do it at home? The ‘must-have’ elements are a good quality speciality coffee and filtered water. Recipe as follows:

  1. Coarse grind 130g of light / medium roasted coffee and put in cafetiere.

  2. Pour over 1.2 litres of spring / filtered water.

  3. Leave covered in a cool, dry place for 18 hours

  4. Plunge cafetiere to remove large sediment.

  5. Filter remaining grinds using coffee filter papers.

  6. Store the cold brew in the fridge in a sealed container.

  7. Enjoy chilled, over ice or as a martini mixer!

Get it touch if you'd like to know more or we have a seasonal Brew Pack offer of two bottles of cold brew and a bag of our Ethiopian single origin to help you get started. 

If you would like to see the process in action, you can check out our cold brew’s five minutes of fame aired earlier on the year on BBC2’s Top of the Shop with Tom Kerridge. Although the Yorkshire weather conditions and local appetite were more skewed towards a nice cuppa tea, Tom Kerridge and the judges gave some really favourable feedback.

Knowing where your coffee comes from

When you buy coffee from speciality roasters you know where it comes from. This is so important because it creates a link between the consumers and producers, which helps in the battle towards fairer wages and working conditions for those at the start of the supply chain. But currently less than 1% of farmers sell into this market, so what can be done to improve the coffee industry in general?

Traceability (creating physical links along the supply chain so that you know where a product has come from) has always been a positive factor associated with the speciality coffee industry. Speciality coffee roasters pay a premium for coffee deemed speciality grade scored by the SCAA (Speciality Coffee Association of America), and whether this is sourced “direct” or through speciality green coffee merchants, they will often note the specific attributes of the coffee, including location and farming practices. It’s this level of detail, along with others such as quality, which really differentiates speciality coffee from commercially traded coffee. But wouldn’t it be great if this approach was industry wide and not just in the speciality market! So how should we widen the net so that transparency is improved on a larger scale?

Well firstly, obtaining accurate, reliable data is key. And having a place where this data can be shared, reviewed, analysed and passed onto the end consumer, either directly or via the roaster. Data may include (but is certainly not limited to):

  • Accurate farm size and production data so that yield can be calculated. This can then be used as a baseline to assess the impacts of certification programs, e.g. how has a farmer training programme objective improved farmer yields by year 2, 3, 4 etc.

  • Identifying and recording processes and practices that affect bean quality. This may include the type of ‘inputs’ being used (e.g. insecticides, pesticides, organic, fertilizers etc.), the quality of water used for irrigation or the agricultural practices, such as pruning, soil condition etc.

  • Recording and evidence of premiums paid, which can be trickier. Origin visits can help but this isn’t sustainable on a larger scale. The improvement of technology can help increase transparency in this area but it’s the partnership of those involved (producers, exporters, roasters, retailers, consumers) that will ensure this data is credible.

In some cases, the roaster is in the unique position of bridging the gap between consumer and producer. They can also act as the messenger for much of this data and information. A somewhat simplistic view is that the key difference between a speciality and commercial roaster is the desire to understand, validate and pass on that information to the end consumer.

Keeping a close eye on friends at Geotraceability, I still very much have the belief that it is their type of tools and technology that can increase levels of transparency in both speciality and commercial markets. As the speciality market grows with an increasing number of speciality green bean merchants, roasters, cafes and drinkers, and as technology becomes more affordable, reliable and accessible, there is an opportunity to develop more credible data and more credible partnerships between the people who help to create the brew we all love.

But what will bring about this change and what can we do? Well maybe the simplest place to start is for us as consumers to start asking where our coffee has come from when we buy it. This will send the message that we are interested and would like the large commercial roasters to be able to tell us. 


Authors: Dan Webber, Hannah Hobden

From the field…

Month 9 of Chimney Fire Coffee has entailed a return to East Africa to identify potential sourcing options from small estates and smallholders through well managed cooperatives, as well as working with exporters so that the coffee can make its way to our roastery in Kingston Upon Thames. I focussed on two areas: Nyeri in Kenya and Arusha in Tanzania, both renowned for high grade speciality Arabica coffees due to their relatively high altitudes, rich soils and well established processes. Friend, ex-colleague and agronomist, Robert Thuo has been an absolute gem and ensured a fruitful (and fun) trip and made it all possible on a startup budget!


It’s good to be back in the field and remember what gets me inspired – seeing how this coffee can be such a valuable livelihood to rural coffee farmers. I tell myself this as I sink into my $20 a night, gold lame, faux silk bed with a foot to spare on either side.

The batian variety is being cultivated in Ngoe Estate, potentially generating greater yields with reduced agrochemical usage due to its natural resilience to pests and diseases.

The batian variety is being cultivated in Ngoe Estate, potentially generating greater yields with reduced agrochemical usage due to its natural resilience to pests and diseases.

I have known Robert since 2011, when we worked together implementing traceability programmes in coffee and cocoa supply chains for coffee roasters and cocoa manufacturers. We’ve spent many long days schlepping coffee fields, GIS mapping farms and collecting farm and farmer data to enable companies to tailor farmer intervention programmes and secure ethical, quality coffee. I learned the complexities of this challenge from Robert and other colleagues and from seeing for myself.

Robert is now my trusted agronomist, sourcing agent, local fixer, etc. Robert works for the Nyeri County Department of Agriculture and Livestock Development as his day job and when I tentatively asked him if he’d help me source direct from Kenyan coffee farmers, I was hesitant, knowing that he enjoys his time at home with his family and cows on the ranch and knowing that we are such early stages that it may not be interesting to him. I was very wrong – Robert got on board with our vision instantly, is interested in how the speciality consumer market is growing and is proud as punch that coffee drinkers are enjoying Nyeri coffee.

Given our backgrounds and what we know about the coffee supply chain and importance of provenance, setting up the right arrangements with the right producers from the outset is key for us. Certification is a good place to start but we see this as a minimum standard rather than an aspirational standard. We want to ensure that premiums paid reach farmers and benefit all those involved in producing the coffee.

Large companies with complex supply chains find it difficult to make commitments that they know they can deliver on and in this sense small, artisan roasters have a key advantage if they use it for good. These will be key issues for us to consider as we grow, and indeed when considering how much we would want to grow.

Othaya Farmers Cooperative is Fairtrade certified.

Othaya Farmers Cooperative is Fairtrade certified.

Having a trusted friend who is local has also made this trip possible on a budget which is great as it’s really important to us to solidify legitimate direct sourcing agreements early on as the foundation of our business. Another key objective of Chimney Fire Coffee is to ensure that coffee is treated as an experience, not just a commodity. We are continuously learning and we want to others to experience this passion through our Labin Coffee Tour.

You can follow some of our live updates on our Instagram page.


Coffee Mumbo Jumbo Joins The Labin Coffee Tour

In December 2016, Chimney Fire Coffee became a trial host as part of the Airbnb Experiences launch. Over the past 6 weeks guests have visited our Labin to learn about coffee production, roast their own beans and 'cup' different coffees.

We were fortunate enough to have Elizabeth Furth from Coffee Mumbo Jumbo join one of our tours last week. Elizabeth is a passionate coffee explorer, drinker and enthusiast who has setup an innovative way of documenting her experiences with coffee through live audio recordings.

Elizabeth certainly added to the experience for our other guests on the tour through imparting her own experiences in coffee, as well as bringing some home-made coffee marmalade and some products from her healthy fermented tea drinks company; Thirsty House Kombucha

Chimney Fire Coffee believes in authentic experiences and Elizabeth has verbalised her experience of the Labin Coffee Tour via the 'off-the-cuff' interview below.

Great to have you Elizabeth - you are welcome anytime!