Jason "Propaganda" Petty, a key figure in Christian hip-hop, has turned his passion for coffee into a business that promotes justice and equity. His company, Terraform Cold Brew, is part of his mission to change the narrative around coffee, bringing attention to its African origins and the impact of climate change on coffee growers. Petty emphasizes the importance of direct trade over fair trade, as it allows farmers to set their own prices. He explores the cultural significance of coffee and its communal nature, stressing that coffee should be consumed in a way that respects the labor and land it comes from. Petty's work aims to create a coffee culture that is more inclusive and true to its roots, reflecting the values and traditions of the regions where coffee is grown.
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