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.