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Fair Trade Coffee – Another US Marketing Ploy
Dear Coffee Drinker,
“Fair Trade” is a certification that is given primarily to a company that can prove, together with a specific coffee farm, that fair prices are being given to the independent farm. These are certifications that are primarily being marketed in the USA by a firm in California. For example, StarBucks may promote a certain type of coffee that is being sold as Fair Trade coffee. Not all their coffee can be sold as such because this only applies to a very few farms that hold these certifications together with the buyer. This needs to be proven to the agencies in the United States that govern this certification. Even though StarBucks sells one type of coffee that is certified Fair Trade this does not mean that all their coffee is certified. This would be an impossible task. The biggest problem is most US companies only pay the farmer or roaster Fair Trade and then they have to trust that the roaster is passing this extra money to the laborers. So the farmer gets a fair price but the laborers, many times children work for pennies a day.AND FAIR TRADE – However does not ensure that children are not used to pick coffee or that the children are given a fair price. Neither does it ensure that the migrate farm laborers are paid fair prices. Fair Trade has been great in elevating people’s awareness of the coffee industry and has ensured that the coffee farmer and or roaster is getting a fair price and to a lesser extend some farmers but it has not always helped the people actually picking the coffee and completing the other coffee labor. Worse it has allowed the bigger farmers to make more money buying up the smaller farmers and making more money while the labor pool suffers. The going rate for labor has not increased in five years while Fair Trade Coffee prices have doubled. So whats fair about the owner making more while the laborers still suffer.
Worse Fair Trade has become so popular that it elevated many “bad or poor” coffees into popoluar brands – not because they taste good but because they have become Fair Trade – as that has any correlation to taste. Sadlty Fair Trade only means the large land owner gets more money.
Tags: fair trade