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A Trip to Africa: Day 6 - The Mystery Coffee's Story
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A Trip to Africa: Day 6 - The Mystery Coffee's Story
In January 2014, CEO & Co-Founder Paul Katzeff traveled to Africa to meet with two of our producer cooperatives. In this blog series, Paul shares his experience in Uganda and Rwanda.
But what about the other 250 sacks along that back wall? Where did that come from and how did it pass defect inspection? And where was it going? Who had produced it, who had sold it? Who had purchased it and who had financed it? This was on my mind as we hit the road to Gumutindo’s dry mill, and it would play an important role in the days to come.
These mystery sacks of zero defect, 17 screen (large bean size) ready for export coffee were a sharp contrast to the coffee in parchment set aside for Thanksgiving Coffee's shipment. Where did they come from? We asked the Board and the General Manager. It was as if we had caught a thief . They could not account for the purchases . There was no record of this coffee being purchased by the cooperative from its members.
Then, as the pressure built for disclosure ( I threatened to dissolve our relationship of 10 years) JJ, the cooperative's founder revealed that the coffee was for Coexist, a Washington DC based charity with whom Thanksgiving Coffee had developed a relationship a year before.
So, the sacks were brought back to the PKC warehouse to await my arrival – perhaps they thought I would have some “pull” at the Mill to get the coffee through. This was not exactly the way the problem was presented to me by the PKC management. They pointed fingers and said they were being picked on and that was why they wanted me, their buyer, to front for them at the mill. I thought this sounded legitimate, so I went to the GM at Gumutindo that afternoon to plead their case.
Willington, the GM of Gumutindo who has visited me in California, offered to send his truck to pick up the parchment coffee and re-test it in front of the PKC Board. That way, they could see for themselves just what the defect percentage was in the batch of coffee slated for Thanksgiving Coffee Company from their 2013 crop. But what about the other 250 sacks along that back wall? Where did that come from and how did it pass defect inspection? And where was it going? Who had produced it, who had sold it? Who had purchased it and who had financed it? This was on my mind as we hit the road to Gumutindo’s dry mill, and it would play an important role in the days to come.
That is enough reading for today. In my next post I will tell you how we handled this situation, how it changed our plans for the next three days of our trip and caused Nick and I to re-route out flight back thru Washington DC to meet with Coexist's Executives. I took this photo of a local artists interpretation of a street market. Total Chaos! The picture was hanging in our Hotel Lobby.
To be continued...
-Paul
A Trip to Africa (series archive)
Day 2 – Dancing, Mango Trees & the Dry Mill
Day 4 – Transparency, Trust & Relationships
Day 5 - Coffee Quality & A New Mystery
Day 6 – The Mystery Coffee’s Story
Recommended Reading
Back to the Blog-
![How To Grow Coffee Trees]()
The Roots of Your Morning Brew: Understanding the Coffee Plant
For many, coffee is the ritualistic start to the day, a beloved beverage that energizes and comforts. Yet, beyond the steaming cups and aromatic brews lies the coffee plant, a botanical wonder that is the genesis of every coffee lover’s journey. At the heart of Thanksgiving Coffee Company is a deep appreciation for this living tree source—the company respects and values the entire process, from the nurturing soil that cradles the seed to the satisfying sip that completes the circle. We have been connecting to this plant by growing our own coffee trees right here for many years.
Coffee Trees Growing at the Thanksgiving Coffee Company Office
Anatomy of the Coffee Plant: More Than Just Beans
The coffee plant, with its glossy green leaves and ripe cherries, is both an aesthetic marvel and a complex organism. Beneath the soil, its roots anchor the plant and absorb vital nutrients. Above ground, the leaves play a crucial role in photosynthesis, while the bright red cherries house the precious beans inside. It's these beans that, once processed and roasted, give rise to the alluring aromas and rich flavors that characterize each cup of coffee.
Varied Flavors: The Many Varieties of Coffee Plants
Ripe coffee cherries on the Arabica coffee tree grown at the office
When you think of coffee, the two dominant species: Arabica and Robusta, likely come to mind. Arabica is prized for its smoother, more nuanced taste, while Robusta is revered for its robustness and higher caffeine content. However, there exists a myriad of lesser-known varieties, each with its own unique flavor profile, waiting to be discovered by eager coffee connoisseurs.
From the Soil to your first Sip: How Terroir Affects Your Coffee
Like fine wine, coffee is influenced by its terroir—the environment in which it's grown. The climate, soil composition, and even the angle of sunlight on the slopes where coffee plants thrive collectively contribute to the coffee's flavor profile. These factors, often subtle and complex, define a coffee's body, acidity, and notes, creating an array of tastes as diverse as the landscapes from which they come.
Ripe cherries harvested from our coffee trees.
Ready to Discover the Flavor of Your Own Coffee
If you are inspired to develop a closer relationship with your coffee and want to lean into the root system of your daily coffee ritual, we have a series for you. Our co-founder Paul Katzeff has been growing coffee trees at home for years, and will lead you through his process.
Check out the series:
Part I: The Beauty of Growing Coffee Trees in Your Home
Part II: All you Need to Know About Growing Coffee Trees At Home
Part III: Caring For Your Coffee Tree
Coffee Tree Source:
Lavender Grace is the Sustainability Consultant for Thanksgiving Coffee Company.
How To Grow Coffee Trees
read more -
![The Worlds Largest Salmon BBQ 2024]()
The 53rd annual World's Largest Salmon BBQ happened again this year on July 6th, and once again - Thanksgiving Coffee Company was there.
Carlos Hernandez & Sienna Reno enjoying Thanksgiving Coffee
The 53rd annual World's Largest Salmon BBQ
This annual event raises funds for restoring salmon habitat with the goal of returning the salmon population to a sustainable balance. Currently, the salmon fishing season is closed in California for the second year in a row to allow the salmon population to rebuild. It has been deeply affected over the last several years due to drought, spawning ground habitat damage, and other factors. For the second year in a row the half-ton of salmon that was donated for the BBQ originated from Alaska. Dozens of local and regional sponsors come together to make this event happen!
We introduced Nitro Coffee with a creamy mouthfeel and cooling chill!
In addition to serving hot specialty coffee as usual, we raised our game by serving multiple gallons of 4 varieties - Ethiopian Natural light roast, Paul's Blend medium roast, Noyo Harbor French very dark roast, and Royal Decaf. Additionally, nearly 3000 attendees were introduced to our new Nitro cold coffee with its creamy mouthfeel and cooling chill!
Jennifer Brown at the Thanksgiving Coffee Company Booth
It was a very hot day, by Fort Bragg standards (about 75°) so many of the attendees requested to enjoy their coffee over ice, and we were happy to oblige. Jennifer and I made everyone feel welcome and well caffeinated. Two other local B Corporations were represented as well; North Coast Brewing Company and Bonterra organic wines.
The very happy Bonterra Organic Estates wines booth, another B Corp in Mendocino County.
The North Coast Brewing Company booth
One of the acts "West of Nowhere" featuring from left to right; Dan Mello, Phil Dunn, Sean Van Buskirk
It's our annual privilege to build a pop-up coffee shop in the middle of a field on the shores of Noyo Harbor, but this year I took it to an even higher level - I emceed the event, thanking the dozens of sponsors and introducing the 10 acts that performed that day.
Text
Joe Seta as Emcee of the Salmon BBQ this year. Photo by Eric Fngal
The Worlds Largest Salmon BBQ 2024
read more -
![Materiality Assessment- What Really Matters]()
What Matters Most
Thanksgiving Coffee Company has been in the coffee business for a long time, and the playing field has really shifted, in fact undeniably the world has changed alot since 2020. In light of this accelerated movement and shifting tides, Thanksgiving Coffee realized the importance of checking in with you, our customers, and all who we work with. On the recommendation of our esteemed B Corp consultant Heather Paulsen, we decided to engage in a Materiality Assessment and have her lead us through the process. Now we have done it, gathered the information, and we are excited to share the results with you!
What is a Materiality Assessment?
A materiality assessment identifies significant issues and concerns that a company interfaces with both in business and in the wider world. In other words, it is a method of engagement to ensure that a business prioritizes the environmental, social, economic and governance issues that are understood to be the most important and impactful for the business and its stakeholders. Our study was designed to determine which relevant topics are most important to report and act on, to help us build out effective ESG (environment, sustainability, governance) strategies, and through this process develop stakeholder alignment for our company.
Phase I
To determine Thanksgiving Coffee Company’s list of material issues, Heather guided us through the following methodology. First we did background research and analysis of other businesses and nonprofits, including completed materiality assessments, impact reports, and their websites. We held a series of core team meetings to develop our preliminary list of material issues. We came to identify these three categories: Resources, People, and Governance. Then our core team reviewed the list, made revisions, created definitions of each issue, and made boundary mapping. Here are the issues in each category.
Resources
• Biodiversity & Land Use
• Energy Use/Renewable Energy
• Water Use
• Waste & Composting
• Sustainable Packaging
• Organic & Regenerative Agriculture
• GHG Emissions / Carbon Sequestration
People
• Product Quality & Variety
• Employee Well-being & Company Culture
• Responsible & Ethical Sourcing • Human Rights
• Community Engagement
• Farmer/Rural Development
• Giving Back
• Customer Satisfaction
• Affordable Access to Products
Governance
• Business Ethics & Stakeholder Consideration
• Transparency
• Traceability
• Innovation
• Marketing & Social Media
• Third-Party Certifications
Phase II
In this phase, a series of interviews and surveys were conducted with our employees and customers, including distributors, retailers, cafes/food service accounts, vendors, trade associations and nonprofit partners.
Then, the results were compiled from 21 employees, and 241 direct consumers through our outreach efforts from calls, emails, and social media. With all of this information we were able to map out the material issues into the matrix you see below.
Results
2023 Materiality Assessment Results
In the image above you will see the main material issues that rose to the top were in the category of People (in blue) with human rights being the very highest on the matrix, followed by sourcing practices, product quality, and organic & regenerative agriculture.
The results on the left axis of the matrix are the external stakeholders with results from our distributors, retailers, cafes/food service accounts, vendors, trade associations and nonprofit partners. On the bottom axis are the internal Thanksgiving Coffee Employees results. The matrix is a combined view of both external and internal results and has three shades of purple to delineate the differences of: moderate, high, and very high ratings. Note that none of the identified issues fell below the number 6 as a concern, that is why the grid goes from 6-10.
“Our work changes communities, from survival to prospering.
It’s a chain of care, love and support.” GoCoffeeGo, TCC Coffee Distributor
To understand where our third party certifications ranked, we put together another matrix following the same principles. Here you will see that the most regarded and highly ranked certification is USA Organic, followed by Fairtrade America , Smithsonian Bird Friendly and then B Corp Certification.
What You Said
To summarize what was said in the interviews is that Thanksgiving Coffee Company has superior quality, trust and knowledge in our field. It was also reflected back that we have a unique story to tell and that farmer connection, relationship and transparency are very important. Our consumers also want to feel good about their purchases.
"I found you because of your focus on the ethical stewardship of our planet. The coffee is great. Thank you for leading by example!" Anonymous survey comment
With the Materiality Assessment findings in, we are using it to guide our development efforts and ensure the company focuses on the most important issues facing the business, and as you can see it's People.
Over the past several years we have engaged in a new approach with Regenerative Business Development to learn how to empower our people in the company, and develop our ability to support whole systems thinking. We are working to improve the way we interact with all of our people on the planet. This assessment is also a tool that will guide us back to you, our customers and how we can be of more service to you as our "People" who love our coffee and continue to support us. Thank you for keeping us going all these years;, we really appreciate you. We can't wait to grow more together, while drinking delicious and exquisite coffee!
Lavender Grace is the Sustainability Consultant for Thanksgiving Coffee Company.
Materiality Assessment- What Really Matters
read more
The Roots of Your Morning Brew: Understanding the Coffee Plant
For many, coffee is the ritualistic start to the day, a beloved beverage that energizes and comforts. Yet, beyond the steaming cups and aromatic brews lies the coffee plant, a botanical wonder that is the genesis of every coffee lover’s journey. At the heart of Thanksgiving Coffee Company is a deep appreciation for this living tree source—the company respects and values the entire process, from the nurturing soil that cradles the seed to the satisfying sip that completes the circle. We have been connecting to this plant by growing our own coffee trees right here for many years.
Coffee Trees Growing at the Thanksgiving Coffee Company Office
Anatomy of the Coffee Plant: More Than Just Beans
The coffee plant, with its glossy green leaves and ripe cherries, is both an aesthetic marvel and a complex organism. Beneath the soil, its roots anchor the plant and absorb vital nutrients. Above ground, the leaves play a crucial role in photosynthesis, while the bright red cherries house the precious beans inside. It's these beans that, once processed and roasted, give rise to the alluring aromas and rich flavors that characterize each cup of coffee.
Varied Flavors: The Many Varieties of Coffee Plants
Ripe coffee cherries on the Arabica coffee tree grown at the office
When you think of coffee, the two dominant species: Arabica and Robusta, likely come to mind. Arabica is prized for its smoother, more nuanced taste, while Robusta is revered for its robustness and higher caffeine content. However, there exists a myriad of lesser-known varieties, each with its own unique flavor profile, waiting to be discovered by eager coffee connoisseurs.
From the Soil to your first Sip: How Terroir Affects Your Coffee
Like fine wine, coffee is influenced by its terroir—the environment in which it's grown. The climate, soil composition, and even the angle of sunlight on the slopes where coffee plants thrive collectively contribute to the coffee's flavor profile. These factors, often subtle and complex, define a coffee's body, acidity, and notes, creating an array of tastes as diverse as the landscapes from which they come.
Ripe cherries harvested from our coffee trees.
Ready to Discover the Flavor of Your Own Coffee
If you are inspired to develop a closer relationship with your coffee and want to lean into the root system of your daily coffee ritual, we have a series for you. Our co-founder Paul Katzeff has been growing coffee trees at home for years, and will lead you through his process.
Check out the series:
Part I: The Beauty of Growing Coffee Trees in Your Home
Part II: All you Need to Know About Growing Coffee Trees At Home
Part III: Caring For Your Coffee Tree
Coffee Tree Source:
Lavender Grace is the Sustainability Consultant for Thanksgiving Coffee Company.
How To Grow Coffee Trees
read more
The 53rd annual World's Largest Salmon BBQ happened again this year on July 6th, and once again - Thanksgiving Coffee Company was there.
Carlos Hernandez & Sienna Reno enjoying Thanksgiving Coffee
The 53rd annual World's Largest Salmon BBQ
This annual event raises funds for restoring salmon habitat with the goal of returning the salmon population to a sustainable balance. Currently, the salmon fishing season is closed in California for the second year in a row to allow the salmon population to rebuild. It has been deeply affected over the last several years due to drought, spawning ground habitat damage, and other factors. For the second year in a row the half-ton of salmon that was donated for the BBQ originated from Alaska. Dozens of local and regional sponsors come together to make this event happen!
We introduced Nitro Coffee with a creamy mouthfeel and cooling chill!
In addition to serving hot specialty coffee as usual, we raised our game by serving multiple gallons of 4 varieties - Ethiopian Natural light roast, Paul's Blend medium roast, Noyo Harbor French very dark roast, and Royal Decaf. Additionally, nearly 3000 attendees were introduced to our new Nitro cold coffee with its creamy mouthfeel and cooling chill!
Jennifer Brown at the Thanksgiving Coffee Company Booth
It was a very hot day, by Fort Bragg standards (about 75°) so many of the attendees requested to enjoy their coffee over ice, and we were happy to oblige. Jennifer and I made everyone feel welcome and well caffeinated. Two other local B Corporations were represented as well; North Coast Brewing Company and Bonterra organic wines.
The very happy Bonterra Organic Estates wines booth, another B Corp in Mendocino County.
The North Coast Brewing Company booth
One of the acts "West of Nowhere" featuring from left to right; Dan Mello, Phil Dunn, Sean Van Buskirk
It's our annual privilege to build a pop-up coffee shop in the middle of a field on the shores of Noyo Harbor, but this year I took it to an even higher level - I emceed the event, thanking the dozens of sponsors and introducing the 10 acts that performed that day.
Text
Joe Seta as Emcee of the Salmon BBQ this year. Photo by Eric Fngal
The Worlds Largest Salmon BBQ 2024
read more
What Matters Most
Thanksgiving Coffee Company has been in the coffee business for a long time, and the playing field has really shifted, in fact undeniably the world has changed alot since 2020. In light of this accelerated movement and shifting tides, Thanksgiving Coffee realized the importance of checking in with you, our customers, and all who we work with. On the recommendation of our esteemed B Corp consultant Heather Paulsen, we decided to engage in a Materiality Assessment and have her lead us through the process. Now we have done it, gathered the information, and we are excited to share the results with you!
What is a Materiality Assessment?
A materiality assessment identifies significant issues and concerns that a company interfaces with both in business and in the wider world. In other words, it is a method of engagement to ensure that a business prioritizes the environmental, social, economic and governance issues that are understood to be the most important and impactful for the business and its stakeholders. Our study was designed to determine which relevant topics are most important to report and act on, to help us build out effective ESG (environment, sustainability, governance) strategies, and through this process develop stakeholder alignment for our company.
Phase I
To determine Thanksgiving Coffee Company’s list of material issues, Heather guided us through the following methodology. First we did background research and analysis of other businesses and nonprofits, including completed materiality assessments, impact reports, and their websites. We held a series of core team meetings to develop our preliminary list of material issues. We came to identify these three categories: Resources, People, and Governance. Then our core team reviewed the list, made revisions, created definitions of each issue, and made boundary mapping. Here are the issues in each category.
Resources
• Biodiversity & Land Use
• Energy Use/Renewable Energy
• Water Use
• Waste & Composting
• Sustainable Packaging
• Organic & Regenerative Agriculture
• GHG Emissions / Carbon Sequestration
People
• Product Quality & Variety
• Employee Well-being & Company Culture
• Responsible & Ethical Sourcing • Human Rights
• Community Engagement
• Farmer/Rural Development
• Giving Back
• Customer Satisfaction
• Affordable Access to Products
Governance
• Business Ethics & Stakeholder Consideration
• Transparency
• Traceability
• Innovation
• Marketing & Social Media
• Third-Party Certifications
Phase II
In this phase, a series of interviews and surveys were conducted with our employees and customers, including distributors, retailers, cafes/food service accounts, vendors, trade associations and nonprofit partners.
Then, the results were compiled from 21 employees, and 241 direct consumers through our outreach efforts from calls, emails, and social media. With all of this information we were able to map out the material issues into the matrix you see below.
Results
2023 Materiality Assessment Results
In the image above you will see the main material issues that rose to the top were in the category of People (in blue) with human rights being the very highest on the matrix, followed by sourcing practices, product quality, and organic & regenerative agriculture.
The results on the left axis of the matrix are the external stakeholders with results from our distributors, retailers, cafes/food service accounts, vendors, trade associations and nonprofit partners. On the bottom axis are the internal Thanksgiving Coffee Employees results. The matrix is a combined view of both external and internal results and has three shades of purple to delineate the differences of: moderate, high, and very high ratings. Note that none of the identified issues fell below the number 6 as a concern, that is why the grid goes from 6-10.
“Our work changes communities, from survival to prospering.
It’s a chain of care, love and support.” GoCoffeeGo, TCC Coffee Distributor
To understand where our third party certifications ranked, we put together another matrix following the same principles. Here you will see that the most regarded and highly ranked certification is USA Organic, followed by Fairtrade America , Smithsonian Bird Friendly and then B Corp Certification.
What You Said
To summarize what was said in the interviews is that Thanksgiving Coffee Company has superior quality, trust and knowledge in our field. It was also reflected back that we have a unique story to tell and that farmer connection, relationship and transparency are very important. Our consumers also want to feel good about their purchases.
"I found you because of your focus on the ethical stewardship of our planet. The coffee is great. Thank you for leading by example!" Anonymous survey comment
With the Materiality Assessment findings in, we are using it to guide our development efforts and ensure the company focuses on the most important issues facing the business, and as you can see it's People.
Over the past several years we have engaged in a new approach with Regenerative Business Development to learn how to empower our people in the company, and develop our ability to support whole systems thinking. We are working to improve the way we interact with all of our people on the planet. This assessment is also a tool that will guide us back to you, our customers and how we can be of more service to you as our "People" who love our coffee and continue to support us. Thank you for keeping us going all these years;, we really appreciate you. We can't wait to grow more together, while drinking delicious and exquisite coffee!
Lavender Grace is the Sustainability Consultant for Thanksgiving Coffee Company.
Materiality Assessment- What Really Matters
read more
Earth Day Event in Fort Bragg
The Noyo Food Forest is having their annual Earth Day celebration this Saturday at the Learning Garden. This four hour event is a fundraiser for the Farm-to-School and Youth Intern programs that the Noyo Food Forest operates year-round. We partner with the Noyo Food Forest throughout the year, and we especially love being a part of this annual event in Fort Bragg.
15th Annual Earth Day Event
Saturday, April 20, 12 - 4 PM
At the Learning Garden at Fort Bragg High School on Dana Street.
This Earth Day event is free and geared toward everyone in the family. There will be live music, and you can participate by putting down a bid for the silent auction, paying entry to bouncy houses, and tasting goodies from local chefs. This is one of the most fun events that happens in the city of Fort Bragg every year. Local organizations and nonprofits are a big part of this event, and you’ll see booths and representatives from the Noyo Marine Science Center, the Mendocino Land Trust, our Mendocino County state parks and many more important parts of the coastal community.
Thanksgiving Coffee will be serving up samples of our Bee Bold Blend, our new Nitro Coffee, and the Noyo Food Forest will be selling 12oz bags, as well. All the proceeds benefit the Noyo Food Forest and their important work here in our community. We are very happy to be a part of this awesome event. For more information, visit the Noyo Food Forest Earth Day page on their website, and RSVP on Facebook to share with your friends. Join us on April 20 – see you at the Learning Garden.