DCN: Startup Torque Coffee is a Force for Change in How Coffee is Valued
Daily Coffee News - Nick Brown | May 27, 2022
Startup Torque Coffee is a Force for Change in How Coffee is Valued
Reflecting decades of pent-up progressive energy in the specialty coffee industry, a new coffee roasting company called Torque Coffee is seeking to be a force for change in coffee’s value structure.
Specifically, the company is basing the purchase price for high-quality arabica green coffee on what it is worth, rather than on what it costs.
Created by coffee roasting veterans Nanelle and Andy Newbom in San Diego, Torque Coffee is built upon a model the Newboms call “proportional pricing,” through which coffee farmers or producers are paid a fixed percentage price associated with the retail price of the roasted coffee bag.
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