From what I understand so far about coffee, as a consumer, is it's very easy to find a great cup of coffee. In my city alone there are at least 6+ coffee roasters roasting decent coffee. But where did they get it from? The quality isn't the issue in most cases.
Most roasters have some sort of default statement around the environment and sustainability. It is almost like it is copy and pasted from site to site. They use the stories of farmers who are hard at work making such an amazing product, to just build "empathy" with consumers. The more you dig into it the blurrier it gets.
As a designer, a key part of solving a problem is understanding the problem in the first place. This is me trying to understand the problem. Where is my coffee really coming from?