Coffee is one of the world’s favorite drinks and is supported by an industry that continues to grow, with a 6% increase reported in recent years. At the same time, significant growth has occurred in the Fairtrade certified coffee market. However, there are significant concerns in global coffee production and, surprisingly, often in Fairtrade certified producers. For one, the labels used to describe the process of growing and roasting coffee have become ambiguous. Coffee roasters mark “Fairtrade” certifications on their products in an attempt to offer a mundane product at a premium price. According to Global Grounds research and surveys, those who purchase Fairtrade Certified coffee believe they are both supporting ethical work practices and fair wages to the workers and buying a higher quality of coffee for a higher price. Additionally, many respondents thought they were promoting environmentally sustainable practices. Unfortunately, Fairtrade is flawed and misleading. It fails to accomplish many of the goals it seeks to solve, and even in some cases, it exacerbates the issue. In a research study at Stanford University, it was discovered that the maximum amount of money a Fairtrade Certified farmer would receive from a cup of coffee is only one-third of a cent. This system also allows for the sale of lower quality beans to be selected to be marked with the Fairtrade Certification for them to be sold for a higher amount than they are worth. California State University economists found the Fairtrade organization is invested in coffee cooperatives, buildings, and salaries but not in the local coffee-growing community (Colleen Haight). Furthermore, in a study in Costa Rica, economists from Harvard University found no positive impact on unskilled coffee laborers of coffee workers’ children. In other words, the Fairtrade coffee system misleads well-meaning coffee consumers into believing they are doing something meaningful when, in fact, they are not. Moreover, Fairtrade purchasers are paying higher prices for what can often be average or even low-quality beans.
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