Fair Trade gets a 'fair' grade
SCR looks at nationwide demand for Fair Trade coffee, and finds mixed results.
BY PETER SUROWSKI
Th e Fair Trade movement has grown in 24 years from a tiny social justice-minded group of Brazilian coff ee pros to a global, multi-million dollar industry. And, according to Fair Trade USA, it's still growing. More than 9,500 Fair Trade certifi ed products were
off ered in more than 700 countries at more than 60,000 retail locations in 2010, according to Fair Trade USA. Th at year, the organization saw "record volumes of Fair
Trade certifi ed imports, a dramatic increase in organic imports, expansion into popular new product categories, a surge in consumer demand and increased brand recognition
SOUTHWEST
Cuppers Coffee Prescott , Ariz.
Demand for Fair Trade and organic coff ee is at an all-time high, says Katie Vang, the manager of Cuppers Coff ee in Prescott, Ariz. "All my customers love it," she says.
"Once I tell my customers that it's Fair Trade or organic, they want it." Th at's not surprising in a city like
Prescott. Th e city of about 40,000 is home to a big community of peaceniks and progressive activists. One of the reasons they frequent
Cuppers is the cozy, hip atmosphere. Its walls are dotted with kitsch, cute signs, such as a needlepoint reading "Welcome friends," or another always-popular one
Photo courtesy of Yaks Koff ee
for Fair Trade certifi ed goods," the organization stated in an announcement. "Th is continues to parallel overall growth in consumer awareness of Fair Trade, which has quadrupled in the past fi ve years." Th is surely shows retailers are buying Fair Trade products.
But are coff eehouse owners doing it to soothe their capitalist consciences—unbeknownst to the customers—or are the latte drinkers demanding it? Specialty Coff ee Retailer asked coff eehouse owners and
managers what their clients say about Fair Trade and Organic certifi ed products, and we found opinions mixed.
reading, "Unattended children will be given espresso and a free puppy." Pictures of customers and employees
also adorn the walls of the building—a former home and historical site dating to 1872—above its numerous couches, armchairs and mismatched furniture. Th ey even have a door that acts as a table. Another reason customers may
come is for the location. It sits just outside the city's historic area on a busy street next door to a Prescott-themed giſt shop catering to tourists. Nearby sit the police station and city hall, and across the street sits a historic old hotel locals say is haunted. But the main reason they come is for
the ethics-minded coff ee, Vang says. Th is community loves to buy Fair
Trade, organic and local. Th at's why the shop serves only organic and Fair Trade
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certifi ed coff ees roasted locally. "Our customers like to pay for quality
and something they can support," Vang says. "A lot of people like to shop locally, so they help out their community rather than Seattle." Strangely, few customers seem to be
