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
posted by Acumenicus at
7:45 PM
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