This B2B initiative started by three Fairtrade regions in the UK is now known as the Alternative Coffee Company and the first green beans had arrived in the UK by July 2022 from 5 small-scale Fairtrade coffee producers in Uganda and Rwanda.

The whole growing, supply chain, and selling will ultimately be Fairtrade Certified and link small-scale coffee farmers with independent roasters and cafes, bringing producers and consumers closer together and hopefully improving customer sovereignty and feedback information to all parties. There appear to be some immediate challenges but the trading methodology appears to be sound.