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Consumer power helps coffee growers
Starbucks and TransFair USA unite to promote fair trade-certified coffee

  SEATTLE / OAKLAND, Calif.; April 10, 2000 - Starbucks Coffee and TransFair USA have formed an alliance in which Starbucks will market Fair Trade Certified coffee in stores and on the Web, (although a corporate news release does not mention whether Canadian franchises will get the product).
  Starbucks purchases of Fair Trade Certified coffee will be from certified importers who have paid the farmers a fair price (as defined by internationally accepted Fair Trade standards for coffee), which will be a premium over the prevailing market price.
  Starbucks will develop marketing, promotional and educational materials about Fair Trade Certified coffee and display TransFair USA's Fair Trade Certified label on coffee that has been grown, processed, traded and marketed in accordance with international Fair Trade criteria. It will source, roast and sell Fair Trade coffee to meet growing consumer demand. After a year, Starbucks and TransFair will evaluate the success of the initiative and define ongoing collaboration based on consumer demand.
 

Fair trade advocates hope deal will stimulate trade and competition in coffee that's been fairly traded and sustainably produced

  "This is a breakthrough for Fair Trade Certified coffee in the United States," said Paul Rice, Executive Director, TransFair USA. "At a time when international coffee prices continue to fall, farming families around the world depend on the US coffee industry to share the success of the coffee boom. Starbucks' network of stores provides a forum to educate customers about Fair Trade. We believe that Fair Trade is the most powerful and direct way for customers to help improve the lives of coffee farmers and their families around the world."
  Starbucks has already purchased and will roast and sell Fair Trade Certified coffees initially from both Guatemala and Nicaragua in calendar year 2000.
  As part of Starbucks' strategy to support sustainable coffee production, the company also will expand its purchases of shade grown and organic coffees. Starbucks is committed to its goal of sourcing coffees of the highest quality that support a sustainable social, ecological and economic model for the production and trade of coffee. Starbucks says its continued and growing participation with these organizations demonstrates its commitment to coffee producers and their families, communities and natural environment.
  TransFair USA, a non-profit agency, is the only organization providing independent, third-party certification of Fair Trade products in the US. TransFair promotes mutually-beneficial relationships between farmers and coffee companies, and educates consumers about international trade and economic development. Through regular visits to Fair Trade farmer cooperatives, and partnerships with participating coffee companies in the US, TransFair guarantees that farmers who produce Fair Trade Certified products have received a decent living wage. By monitoring trade from crop to cup, TransFair guarantees that Fair Trade Certified products were grown and traded responsibly.

Get More/Do More
TransFair USA: www.transfairusa.org
Fair TradeMark Canada: www.web.net/fairtrade
Starbucks: www.starbucks.com

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