
The Hidden Empire in Your Morning Cup
Every morning, millions of people reach for their coffee believing they understand a simple transaction: farmers grow beans, someone roasts them, stores sell them. This mental model couldn’t be more wrong. Your coffee has traveled through 8-12 different hands across 5,000+ miles and multiple continents before reaching your cup—a journey so complex it would puzzle medieval spice merchants, yet deliberately hidden beneath pastoral marketing images of smiling farmers. The coffee industry has constructed one of the world’s most elaborate supply chains, involving more intermediaries than almost any other consumer product. By the time that Ethiopian bean reaches your local café, it has passed through collectors, processors, exporters, commodity brokers, importers, roasters, distributors, and retailers—each adding their markup while farmers who bear all the production risks receive just 10-13% of what you pay. ...