FOG OFFEE Partnered with Baden Coffee Company I April 2024.  Baden Coffee Company opened in October of 1997, and began as a fair-trade company. Almost two decades later, the CEO and founder identified an opportunity to make a larger impact and began the movement towards direct trade, starting the Pipeline initiative. Direct Trade involves Baden Coffee Company negotiating directly with the farmers, as opposed to obtaining their stock through a broker. These direct negotiations lead to a discovery process in which Baden Coffee Company is able to identify needs and have more control over the quality of supply, while simultaneously helping the farmer and supporting their family and community, for example by helping to ensure there is clean fresh water. The initiative supports the local people who don't have access to necessities that most developed nations feel entitled to.