Reciprocity is the means…
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Reciprocity is the means…

This is this. That is that. When things are clearly defined, everyone knows where they stand. And the more subtle the situation, the greater the importance of definition. Differentiation is big to us.

Reciprocity is the practice of exchanging things with others for mutual benefit. Battle Grounds is built on a model of reciprocity. For me, for years, the word ‘reciprocity’ lived in a dusty memory of boring history lessons, and an essay-test on the Canadian-American Reciprocity Treaty of 1854. Yuk. But even back then I liked the way the word sounded.

When Steven told me Battle Grounds’ parent company’s name was, Coffea Reciproca, I did not, curiously enough, jump back in time to that classroom, but forward to the thought of what a business practice of reciprocity would mean. To me. To you. To us. But, here’s the thing: reciprocity itself is just a means, not an end. It’s a fine way to travel, a noble way to pack, but it’s not a place you can ever reach. What is the end, then, I had to ask? The end is equilibrium.

“Reciprocity is the means; equilibrium is the end.”

This whole point of all of this, this business, this coffee company, this supply chain wizardry, these relationships, this historicity of coffee generations, this demystifying process, this encouraging of ideas and doing and being, is, of course, to bring equilibrium to the market. The end, and the means, both justify each other. When everybody is #winning, we will have achieved our end.


Battle Grounds Coffee Co & Roastery