The man knows coffee! And you can buy “direct trade” Ethiopian coffee, freshly roasted, from Tadesse’s cooperative, OCFCU, at your local food cooperative or independent cafe: http://www.pachamama.coop/detail.cfm?id=3938
No marketing middlemen stand between you and your farmer. OCFCU is an owner of Pachamama Coffee Cooperative. 100% of profits and ownership remain with small-scale farmers. Simple.