We explore how origin trips can be shifted to foster more respect for both the coffee and the communities that produce it.
BY VASILEIA FANARIOTI
SENIOR ONLINE CORRESPONDENT
Photos courtesy of the 3 Coffee Guys
Traditionally, origin trips were the domain of traders and roasters—individuals whose primary focus was the business of coffee. However, the rise of specialty coffee has ushered in a broader audience of people traveling to producing communities. Baristas, coffee enthusiasts, and connoisseurs are all eager to deepen their understanding of the industry by going where it all starts.
In a recent conversation with Damian Burgess from 3 Coffee Guys and producer Luis Fernando Lloreda from Hacienda Misiones in Cundinamarca, Colombia, we discussed how, as more people travel to coffee-producing regions, it is becoming essential to rethink the facilitation of these journeys. The goal is to ensure these visits are not just about tourism but also about meaningful connections, education, and sustainability.
Authenticity in Experience
As specialty-coffee continues to evolve, there’s a growing demand for authenticity in the origin experience. The reality of coffee farming is rich with stories of struggle, triumph, and cultural practice. Damian emphasizes the importance of immersion in the realities of coffee farming. “True essence of coffee quality starts at the farm, and that’s where the magic happens,” he says.
This sentiment is echoed by Luis Fernando, who emphasizes the value of creating genuine relationships with visitors. “Guests are always welcome in Misiones,” he says. “Being surrounded by the natural setting allows guests to experience coffee beyond just tasting. They can interact with the environment where it’s grown.”
This shift from mere sightseeing toward genuine interaction is key to fostering a deeper appreciation for the coffee culture.
Education Versus Tourism: A Shift in Focus
With the modern traveler increasingly prioritizing learning over mere sightseeing, coffee origin trips are adapting to meet these needs. Damian asserts that education should take precedence over tourism. ”While visiting a coffee-producing country is exciting, our priority is to help participants understand the complexities of the coffee supply chain,” he says.
This approach is not only beneficial for the participants but also for the local communities. Educating travelers about sustainable farming practices and the lifecycle of coffee gives them a deeper understanding of what goes into their daily cup.
Feedback from visitors plays a crucial role in refining production processes through insights gained from their experiences. ”The diverse tastes and experiences brought by guests provide valuable comments we can consider for our coffee production,” Luis Fernando explains.
Cultivating Sustainability in Coffee Production
Sustainability has become an increasingly critical aspect of the coffee industry, and it is essential that origin trips reflect this necessity. Participants learn about sustainable farming practices, such as organic methods or regenerative agriculture, while interacting with local farmers who often engage in these practices for reasons far beyond current trends. “They do it because it is the right thing to do,” Damian notes. He says that for many farmers, sustainability is about their way of life, not a marketing gimmick.
Witnessing these practices firsthand can profoundly impact participants. Many leave equipped with greater respect for the farmers’ efforts, often leading them to incorporate more sustainable practices into their own businesses. “We’ve seen a profound shift in our participants post-trip,” Damian observes, as they return with new perspectives on sourcing beans and reducing waste.
Fostering Cultural Exchange
A powerful component of origin trips is the cultural exchange that occurs between travelers and local communities. Engaging with the people behind the coffee enriches the experience and highlights the interconnectedness of coffee, culture, and community. As Damian puts it, “Understanding coffee is not just about the beans—it’s about the people, traditions, and stories behind them.”
Incorporating local customs and traditions into the itinerary enhances this cultural exchange and helps travelers appreciate the richness of the regions they visit. “Participants often share meals with farmers and partake in local customs,” he adds. This exchange fosters a deeper understanding of the hard work and dedication involved in coffee production.
Furthermore, creating opportunities for travelers to share their own cultural practices can lead to memorable experiences that transcend the trip itself. “We’ve had evenings where each person shared a part of their own culture,” Damian recalls. Such moments foster camaraderie, break down barriers, and highlight the universality of coffee as a connector.
The Future of Origin Trips
As the coffee landscape continues to evolve, so too must the way we engage with it during origin trips. By prioritizing authenticity, education, sustainability, and cultural exchange, we can create a more holistic experience for all involved.
These trips have the potential to become powerful conduits for knowledge sharing and relationship building, moving beyond superficial connection to a deeper appreciation of the coffee supply chain.
In rethinking origin trips, we can cultivate a greater respect for coffee and the people and cultures producing it. As both Damian and Luis Fernando demonstrate, meaningful experiences at origin reside in listening, learning, and building lasting connections that honor the heart of coffee culture.
ABOUT THE AUTHOR
Vasileia Fanarioti (she/her) is a senior online correspondent for Barista Magazine and a freelance copywriter and editor with a primary focus on the coffee niche. She has also been a volunteer copywriter for the I’M NOT A BARISTA NPO, providing content to help educate people about baristas and their work.
Subscribe and More!
Out now: It’s the October + November 2024 issue of Barista Magazine! Read it for free with our digital edition. And for more than three years’ worth of issues, visit our digital edition archives here.
You can order a hard copy of the magazine through our online store here, or start a subscription for one year or two.
