Across a valley of verdant coffee, clouds drape the mountains like long, wispy blankets. On the hilltop a lush forest canopy shades a patch of coffee. While Griswold videotapes the coffee forest, Buckley photographs the view. After disappearing into the growth, Bolger returns enthusiastic. Traditionally, coffee buyers haven't traveled to farms.
Most roasters buy coffee through chains of brokers, selling it as a blend.
With little incentive to keep their products separate, farmers take their coffee to local mills to be mixed with that of their neighbors. They don't need to separate their coffee, because they blend it. They are promoting their brand, and their brand is a blend, and the Guatemala component gets lost in their other coffees. So they don't pay extra for separation. Indeed, differentiation is now the name of the game in specialty coffee.