The "fairness" of Fair Trade coffee, and a non-apology
A popular trend in coffee shops and other "socially conscious" retailers is the prominent marketing of Fair Trade coffee. It appeals to a mostly-upscale clientele who fear they're savoring the toil of the exploited poor.
The Fair Trade licensed trademark is an obvious sales tactic, but it's based on a laudable goal and I'm sure the motives are pure. But does it really help the intended poor?
Well, it helps at least a few, though perhaps not all that much. And the rules of the Fair-trade Labeling Organization (the organization that markets Fair Trade coffee to retailers) do seem to explicitly exclude most of those who most need protecting. Colleen Berndt has an interesting analysis at the always-provocative TCS Daily, and Hal Weitzman at the Financial Times suggests some independent oversight may be required.
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A non-apology to English majors: Yes, I split an infinitive. I looked at it for 10 minutes, decided I liked it. So sue me.
The Fair Trade licensed trademark is an obvious sales tactic, but it's based on a laudable goal and I'm sure the motives are pure. But does it really help the intended poor?
Well, it helps at least a few, though perhaps not all that much. And the rules of the Fair-trade Labeling Organization (the organization that markets Fair Trade coffee to retailers) do seem to explicitly exclude most of those who most need protecting. Colleen Berndt has an interesting analysis at the always-provocative TCS Daily, and Hal Weitzman at the Financial Times suggests some independent oversight may be required.
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A non-apology to English majors: Yes, I split an infinitive. I looked at it for 10 minutes, decided I liked it. So sue me.
Labels: coffee marketing, Fair Trade, FLO
2 Comments:
On a slightly related note (as long as we're talking coffee), take a look at this: http://www.thepetitionsite.com/takeaction/660597617?z00m=9430836
The online petition is intended to apply consumer pressure on Starbucks to "buy safer milk".
This reminded me of a creative marketing opportunity for Starbucks a la "Fair Trade Coffee". Just like Starbucks made a big brouhaha about removing hydrogenated oils from its baked treats and using Fair Trade coffee, maybe Starbucks should move fully to organic dairy, pass the cost along to the consumer, and then issue a huge marketing blitz about how its helping "small farmers", promoting healthier living, and happier cows. Like with the other issues, the actuality is out-of-synch with consumer perception...but it sure does make the consumer feel virtuous.
By Willowbottom, at 12:19 AM
Seems to me that Starbucks should have an even easier time switching to safer milk than switching to "Fair Trade" coffee. After all, with safer milk they're appealing to the self-interest of their customers, not to their guilt or charity.
By Acumenicus, at 4:07 PM
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