Transparency. We see it increasingly being used as a tool to signify responsible commerce and trade among coffee roasting companies. But what is it exactly? Are we approaching it in a meaningful way? How do we define and practice transparency in a way that will actually make the difference we want to see it make? These are questions that will get answered today as we talk with Jonas Lorenz, co-author of The Pledge.  The Pledge was designed to function A common code for transparency reporting in green coffee buying. Companies that sign The Pledge agree to share publicly a fixed set of variables when reporting on green coffee purchases. The aim is to create a common standard for transparency reporting that is applicable throughout the coffee world. With a degree in political science, and 10 years in the coffee industry, Jonas dreamt of combining the ideas of the “direct trade/quality/appreciation for the product” approach of specialty coffee with the “farmer centric/ fair share of profits for all stakeholders in the industry/respect for people and planet” approach of the fair trade movement.  Co-Authoring The Pledge did just that.  In our conversation today we will be exploring how to meaningful define and practice transparency. We cover: Price as the foundation of transparency Approach and mindset Negative litmus test Relationships with farmers How to get started in transparency Sharing information with our customers The dire state of poverty at origin The ripple effect of adopting transparency Being honest about where you are    Links: https://www.transparency.coffee/pledge/ https://www.transparenttradecoffee.org   Related Episodes: 252 : Founder Friday w/ Klaus Thompson of the Coffee Collective, Denmark 153 : Exploring the Peace Trade in the Congo w/ Mighty Peace Coffee 060 : Serving the Coffee Plant w/ Hanna Neuschwander, World Coffee Research 020 Joe Marrocco : Transparency, Origin Knowledge,and Your Shop : How to approach and apply coffee origin information to enhance, not detract, from the cafe experience   Need consulting? Reach out! chris@keystotheshop.com   The BEST in commercial coffee equipment! www.prima-coffee.com/keys   Want the best plant based beverage for your coffee drinks? www.pacificfoods.com/food-service