Keys To The Shop : Equipping Coffee Shop Leaders 335: A Better Business Model for Coffee Farmers w/ Thaleon Tremain of Pachamama Coffee
Most of us would say we represent farmers with our work. Few of can say we literally work for farmers. Increasingly we see the need for business models that don't just give financial reward to farms but that shift the power balance to them. This is where the example and work of Pachamama Coffee shines as an example of what is possible with true farmer ownership. Today we are going to be exploring this model with the CEO AND co-founder, Thaleon Tremain.
Thaleon Tremain is the CEO and co-founder of Pachamama Coffee Cooperative, a vertically-integrated cooperative representing more than 240,000 smallholder coffee farmers around the world. Launched in California in 2006, Pachamama is the first coffee roaster in North American to be 100% owned and governed by farmers in Africa and Latin America. Thaleon has led Pachamama Coffee's formation and growth since 2003.
Pachamama Coffee is wholly owned by its five member-cooperatives and its board of representatives is entirely composed of farmer representatives. Pachamama allows farmers to maintain quality control of their roasted coffee, while creating a brand and a simple path to share their own story with their own customers.
Thaleon's passion for the cooperative business model began at an agricultural cooperative in rural Bolivia, where he worked as a Peace Corps Volunteer in the mid 1990s. In pursuit of a better ownership and governance structure for economic development, Thaleon is a dedicated advocate for the cooperative model. He lives in Sacramento with his wife and two sons.
In our conversation we will be exploring the founding and development of Pacahamama, its growth, goals, and isights they have gained over the course of almost 20 years of changing the landscape of farmer equity.
- The beginning of pachamama
- True farmer ownership
- Working for farmers
- True partnerships
- Patience and building long term solutions
- The importance of marketing, branding, and the consumer
- Communication of preference to farmers from the market
- Long term viability through community
Links:
Instagram @pachamama_coffee
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