Fair trade coffee sales have reaching effects

More so than any other product, coffee is seeing a transformation in consumer awareness, accompanied by a growing interest in free trade beans that ensure a sustainable and brighter future for beleaguered workers in developing countries.

Companies, like Creekmore's Coffee Roasting on the Alberni Highway in Coombs, are increasingly offering consumers an option: to buy beans and already brewed coffee that provides a living wage for the farmers who picked the product in the first place.

"It was a logical place for us to go in order to be truly sustainable," says Dave Creekmore who, along with wife Elaine, runs the specialty coffee business. "It certainly helps supply a livelihood for the farmers."

The Creekmore's coffee, though entirely organic, is not all fair trade. There are simply too many types to make that possible.

"We try to educate our customers about the benefits of fair trade, Dave says. "We package it in a silver wrapping with the TransFair Canada logo."

TransFair Canada is one of the regulatory bodies that ensure the authenticity of products claiming to be fair trade.

If an item carries their logo it means producers are receiving a fair price (about $1.21 U.S. per pound, plus a premium) and that the importers have worked and consulted with local co-operatives or plantations to build long term relationships that benefit communities as a whole.

Statistics show that conventional practices pay farmers just four per cent of the eventual retail price, while fair trade can provide up to 12 per cent of what's eventually earned.

Dave sounds one cautionary note for coffee lovers who wish to make their purchase ethical. "It's important the product has a certified fair trade logo. Fairly-traded is a bogus and misleading term," he says noting that only with a logo from a certifying body such as TransFair can consumers know there is a paper trail and audits to guarantee they're getting what they expect.

"What we do for a living shouldn't be off the backs of other people," says Andree Laughland co-owner of Cha Ch'a Java in Parksville.

"A lot of coffee plantations have turned to drug growing because they couldn't support their farms."

Laughland says her shop was the first licensed fair trade roaster on the Island when it began about six years ago.

"I would say it's about 75 per cent of what we sell," she says. "There's definitely a group of people who are very aware of it."

Naturally the price of coffee fair trade coffee is higher than a tin of corporate java from the supermarket.

"We charge slightly more for a pound, about fifty cents," says Laughland.

The Creekmores agree, indicating it's the business that absorbs much of the shock.

"It's probably 25 per cent more expensive ... The math shows we take a certain hit," says Dave.

In Oceanside, fair trade coffee (and tea) is available at major retailers.

Thriftys manager Clayton Baker rattles off a number of brands, including Coombs roaster's Karma Coffee that are available on the store's shelves and notes fair trade chocolate can be had as well.

"People do look for it," he says.

Organizations too are getting on board the wagon that allows for the extra enjoyment of a cuppa knowing it came from an ethical source. The Knox United Church and Via Rail are but two examples of those pouring nothing but fair trade product.

While coffee is far and away the commodity of furthest reaching consequence when it comes to fair trade, there are others.

Jos van Berckel is the president of Florimex Vancouver Inc., North America's only distributor of fair trade flowers. He's travelled to supplier countries such as Africa and knows first hand the conditions endured by workers not producing by fair trade standards.

"I saw a lot of farms and a lot of misery," he says. I could clearly see fair trade works and makes sense."

Van Berckel notes that so far he's not distributing to the Island but he has tried. "Thriftys made a commitment last year," says van Berckel, "but the deal fell through."

It is coffee however, where the biggest impact might eventually be realized.

"It a luxury most people can afford, but can have a huge economic impact," says Elaine. "After oil it's the most widely traded commodity."


Andree Laughland a co-owner at Cha Ch'a Java enjoys a cup of fair trade coffee. She says about 75 per cent of what the shop sells is fair trade, ensuring a measure of sustainability for farmers in the developing world.