Transcend Coffee: Local Sustainability Challenges in a Global Industry

In 2014, Transcend Coffee—an independent coffee shop and coffee bean roaster with several locations in Edmonton, Alberta—was selling premium coffee to a loyal base of customers. While it had taken several years to establish its presence in a marketplace that was filled with coffee retailers, Transcend Coffee's success was in part due to its direct trade supply chain strategy. By working closely with its coffee bean farmers, Transcend Coffee was able to assist in improving both the growing process of the beans and the quality of the coffee. When one of its farmers experienced a disastrous coffee bean season, the company was faced with several challenges that could have an impact on not just its profits but also the livelihood of its farmers. With demand for its coffee at an all-time high, Transcend Coffee had to consider how to mitigate a supply shortage without sacrificing quality. The founder was unsure if the current supply chain could guarantee a steady supply of high-quality coffee, or whether he could maintain transparency with consumers and suppliers if there was variability with the product. He had to quickly decide what to do about the poor harvest and his relationship with the supplier and also figure out how to meet customer demand.