Counter Culture Direct Trade Certification is based on the guiding principles behind our coffee purchases and relationships with coffee growers and grower groups. We engage USDA-accredited Quality Certification Services (QCS) to verify Counter Culture’s compliance with four measures: Personal & direct communication with coffee farmers, Fair & sustainable prices paid to farmers, Exceptional cup quality and Supply chain transparency. Personal, direct communication with coffee farmers builds trust and lays the groundwork for long-term, mutually supportive relationships that allow us to work together growers to improve cup quality; encourage ecologically responsible cultivation methods; assess social practices and working conditions; and learn more about the cultures and people who produce great coffee.