Great coffee does more than wake you up. It can be a force for good. That idea sits at the heart of everything we do at Ethical Trade Co, and it is what drew us to True Coffee Roasters. We are pleased to announce four new sustainably sourced coffees created through our partnership with True Coffee Roasters in the Madison area. Each roast reflects a shared commitment to fairness, transparency, and the wellbeing of the people who grow and enjoy it.
Coffee, as a beverage brewed from roasted ground coffee beans, has been enjoyed for centuries. The earliest reports of coffee drinking come from Yemen in the 15th century, and today coffee is cultivated in over 70 countries. The global coffee industry was valued at $495.50 billion in 2023, yet not all of that value reaches the farmers who tend the plants. That is why we choose to work with partners who prioritize ethical sourcing. Our new lineup offers something for every coffee lover, from a custom half-caff blend to rich organic options, all while staying true to our mission of combating human trafficking and extreme poverty through ethical commerce.
A Partnership Built on Shared Values
Ethical Trade Co and True Coffee Roasters are both small, independently owned companies rooted in fairness, transparency, sustainability, and empowering people. True Coffee Roasters, based in Madison and Fitchburg, has built a reputation for roasting high-quality beans while maintaining direct relationships with growers. We share a belief that good coffee should be good for people, from the farmer to the barista to the person pouring the morning cup.
This partnership is more than a business arrangement. It is a meeting of missions. By working together, we can offer coffee lovers in the Madison area and beyond a way to enjoy exceptional brews while supporting a supply chain that values people over profit. Every bag sold reinforces the idea that ethical trade is not a niche but a standard worth pursuing.
Meet the Four New Coffees
Each of the four new offerings is carefully sourced and roasted to highlight distinct flavor profiles. Whether you prefer a smooth half-caff, a bold dark roast, a concentrated espresso, or a bright single-origin, there is a option that fits your taste and your values.
The Abolitionist – A Custom Half-Caff Blend
The Abolitionist is a custom half-caff blend made exclusively for Ethical Trade Co. It combines decaffeinated beans with regular beans to reduce caffeine while preserving full flavor. Tasting notes include fudge, vanilla, and subtle cherry, making it a comforting choice for any time of day. Half-caff coffee offers the richness of a standard cup with less stimulating effect, perfect for those who want to enjoy coffee in the evening or limit their caffeine intake.
Dark Roast Sumatra – USDA Organic
Our Dark Roast Sumatra is USDA Organic, grown without synthetic pesticides or fertilizers. It delivers deep notes of dark chocolate and caramel with a smoky sweet-earth finish. Sumatra coffee comes from the Indonesian island of Sumatra, where the unique wet-hulling process produces a full-bodied, low-acid cup. This roast is ideal for fans of bold, earthy coffee who also prioritize organic farming practices.
Espresso – Creamy and Complex
Our Espresso roast is designed to shine on its own or as the base for lattes, cappuccinos, and other espresso drinks. It is creamy and complex with lingering dark chocolate notes. The beans are selected and roasted to produce a balanced shot with a rich crema. Whether you have a home espresso machine or prefer to brew it strong in a moka pot, this coffee delivers the smooth intensity that espresso lovers seek.
Guatemala SHB – USDA Organic with Floral Notes
Guatemala SHB stands for Strictly Hard Bean, a grade that indicates beans grown at high altitudes for denser, more flavorful coffee. This coffee is USDA Organic and offers a floral nose, a chocolate body, malt undertones, and bright acidity. It comes from the highlands of Guatemala, where the combination of volcanic soil and cool nights produces exceptional Arabica beans. This cup is both vibrant and comforting, with layers of flavor that evolve as it cools.
Why Choose Ethical Trade Co Coffee
Every purchase you make through Ethical Trade Co supports our mission to fight human trafficking and extreme poverty. We operate as a marketplace that connects conscientious shoppers with products that are fair trade, sustainably sourced, and ethically made. Our new coffee lineup is no different. By choosing these coffees, you are voting for a food system that respects farmers, protects the environment, and reinvests in communities.
True Coffee Roasters shares this vision. Their commitment to direct trade and transparency means more of the price you pay goes back to the growers. Combined with our focus on ethical commerce, this partnership delivers coffee that you can feel proud to drink and share.
How to Get Your Hands on These Coffees
Ready to taste the difference that ethically sourced coffee makes? You can order any of these four new roasts online through our website. Simply visit Ethical Trade Co, browse the coffee section, and choose your preferred grind or whole bean option. We ship directly to your door, so you can enjoy fresh, sustainably sourced coffee without leaving home.
If you are local to the Madison area, we encourage you to visit us and explore the full selection. Our store carries these new coffees along with our other fair trade products, including chocolate, bags, jewelry, and more. Each item carries a story of empowerment and hope.
Frequently Asked Questions
What does "half-caff" mean?
Half-caff coffee is a blend of regular caffeinated beans and decaffeinated beans, resulting in a cup with roughly half the caffeine of a standard brew. The Abolitionist uses this method to deliver full flavor with a reduced stimulating effect, making it a great option for those who want to enjoy coffee later in the day without disrupting sleep.
Is your coffee organic?
Our Dark Roast Sumatra and Guatemala SHB are both USDA Organic, meaning they are grown without synthetic pesticides, herbicides, or fertilizers. The Abolitionist and Espresso may contain beans from conventional sources, but all of our coffees are sustainably sourced through partners who prioritize environmental stewardship and fair labor practices.
Where can I buy these coffees?
You can purchase all four new coffees online at Ethical Trade Co. We ship nationwide. If you are in the Madison or Fitchburg area, you can also find them at our store and at True Coffee Roasters locations. Check our website for the most current availability and shipping options.
How does buying this coffee support ethical trade?
Every purchase from Ethical Trade Co directly funds our mission to combat human trafficking and extreme poverty through fair commerce. By choosing our coffee, you support supply chains that pay farmers fairly, provide safe working conditions, and invest in community development. Your cup of coffee becomes a tool for change.
We invite you to explore our new collection and find your new favorite brew. Whether you reach for the custom half-caff blend, a bold organic Sumatra, a smooth espresso, or a bright Guatemalan single-origin, you are choosing coffee that respects both people and the planet. Thank you for joining us in making every sip count.