It isn't all just the coffee farmer. I think coffee roasters like to focus on the farmer because it's a nice story; a good package deal that can reach out to you as a buyer. It makes people feel good and a bit more invested into the product.
We're not so good at online marketing, making websites, or any of that stuff. However y'all need to be able to order online and we need to be able to keep it maintained. Given that we cant really afford to hire a pro... here we go figuring it out again.