Fair trade fail

This is why the Fair Trade coffee movement is doomed to fail.

There is no emphasis on a quality product.

DR Wakefield & Co is Britains leading Fair Trade Wholesaler. Here’s a quote from the CEO Simon Wakefield on tasting notes produced under the Cup of Excellence Program – which was set up to reward farmers for a quality product rather than quantity:

“It is clever marketing. But after the beans have been roasted, ground, kept on somebody’s kitchen shelf, made into coffee, and then milk and sugar have been added can you really tell me that you can taste a difference?”

Fairtrade instant here we come.

The author

Nathan runs St Eutychus. He loves Jesus. His wife. His daughter. His son. His other daughter. His dog. Coffee. And the Internet. He is the campus pastor at Creek Road South Bank, a graduate of Queensland Theological College (M. Div) and the Queensland University of Technology (B. Journ). He spent a significant portion of his pre-ministry-as-a-full-time-job life working in Public Relations, and now loves promoting Jesus in Brisbane and online. He can't believe how great it is that people pay him to talk and think about Jesus.

One thought on “Fair trade fail”

  1. but surely fair trade instant is better than pay-the-minimum-we-can-possibly-get-away with instant?

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