Join U3 Coffee co-founder Kristi Ross as she chats with Nadine Rasch, founder and director of Primavera Green Coffee and La Central de Café, about sustainability and equity across the coffee value chain.

Growing up on her family’s coffee farm in Guatemala, Nadine was convinced she would never want to work in coffee. After pursuing a career in finance, she recognized that the people who shaped the coffee market were often disconnected from coffee production, and she had a unique perspective to offer the industry.In 2013, she founded her vertically integrated green coffee company, Primavera Green Coffee, to help ensure that small-holder coffee producers were empowered and supported and to deliver high-quality coffee to roasters.

Nadine shares why she believes that ensuring coffee producers are recognized, and paid fairly, for their work is the key to sustainability in the coffee industry— and why she says coffee lovers have the power to change the system for the better.

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