Is your coffee really fair trade coffee?
From Organic View, Organic Consumers Association
Four years ago, when the Organic Consumers Association first kicked off its Starbucks and fair trade coffee and chocolate campaign, the concept of fair trade products was unfamiliar to the majority of even the most ethically conscious consumers. Since then, fair trade has exploded into the mainstream market, with global sales of $400 million in 2002.
In North America, the fair trade industry is enjoying a powerful annual 37% growth rate, an encouraging market trend that is even drawing some of the largest transnational corporations into the fair trade fold -- or at least causing them to “greenwash” their business-as-usual activities.
Recent newspaper headlines include the following:
Proctor & Gamble, Maker of Folgers, Now Sourcing Fair Trade Coffee
Dunkin’ Donuts Will Provide Fair Trade Coffee Throughout Entire Chain
Starbucks Supports Farmers by Offering Fair Trade Coffee
Although the headlines look great, it must be noted that there’s a two-tiered incentive for these profit-focused corporations to jump on the fair trade bandwagon. In addition to sharing some of the revenue of an exploding fair trade coffee market (which grew an astounding 54% last year), these companies also enjoy a slather of media attention upon announcing their decision to act as an “ethical business” and support fair wages for farmers.
A look inside
Although these businesses should be applauded for recognizing fair trade products as economically viable, the Organic Consumers Association is continuing its efforts to keep consumers educated in a manner that allows them to see beyond PR media fluff.
Marketers know that if a consumer associates a business name with strong ethics, they are more likely to buy those products and even pay a little more for them; hence, the recent significant growth of fair trade, GE-free and organic products. Educated and ethically conscious consumers like you are to thank for these positive market trends. Staying informed and up to date on these issues, however, while paying attention to the fine print, is as important as ever.
The rest of the story
Let’s take one more look at those great newspaper headlines, only this time with a helpful informational addendum from your friends at the Organic Consumers Association.
Proctor & Gamble, Maker of Folgers, Now Sourcing Fair Trade Coffee
Not available in any Folgers products; only available in Proctor & Gamble’s new novelty “Millstone Fair Trade Coffee”; available on a limited basis and only in select specialty coffee shops.
Dunkin’ Donuts Will Provide Fair Trade Coffee Throughout Entire Chain
Available only upon request, if it is being brewed and only in espresso beverages; it’ll cost you extra.
Starbucks Supports Farmers by Offering Fair Trade Coffee
Available only upon request, if it is being brewed, or if you can talk the cashier into brewing it specially for you; and of course, it’ll cost you extra; less than 1% of Starbucks coffee sales are fair trade.
In short, don’t assume it is fair trade unless you see the label. In the meantime, patronize coffee shops that offer fair trade and organic coffee and chocolate every day (tell them to get rid of rBGH-tainted milk and replace this with organic milk and soy milk), and buy your bulk coffee beans and chocolate from companies that are 100% fair trade and organic (for example, Equal Exchange, Dean’s Beans, Peace Coffee, Higher Grounds, Rapunzel and others).
© Organic View, Organic Consumers Association.
The Organic Consumers Association is a non-profit organization that campaigns for food safety, organic agriculture, fair trade and sustainability.
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