Sure, I am not a coffee drinker, but I can see where they might overlap a lot. I am just suggesting that the kind of things you do to get great coffee might en

Sure, I am not a coffee drinker, but I can see where they might overlap a lot. I am just suggesting that the kind of things you do to get great coffee might enable you to call it free trade coffee, but that does not mean simply buying free trade coffee means it's great coffee. Or more generally beware of the hype cycle. It starts with people that believe in the product and add quality in areas that are important but less noticeable. Then get's taken over by people that find out they can increase their markup by ticking off some check boxes. Until, all those hidden values are lost and all your left with is the minimum required to pass the test.