What kind of coffee is this?
I used to have a small coffee problem. I still drink coffee (I’m not insane!), but in moderation. A year ago, I would have my first cup of coffee on my commute to work — a small latte from Caffe Strada. I would toss the empty cup in the trash can at the top of the escalator at the Civic Center BART station, walk a few blocks to our studio at the corner of Folsom and 8th, wash my hands, and pour myself another cup of coffee. I had my third cup with my avocado-toast-and-egg lunch, and usually had two more cups before I left for home.
I thought I knew my coffee pretty well. I visited some of the best cafes in the city — Sightglass, The Mill, Blue Bottle. I loved the bold flavor of Colombian, French Vanilla, and — so I thought — Fair Trade blends. Then I listened to the Stuff You Should Know podcast episode on How Fair Trade Works, and to my utter disbelief, learned that Fair Trade is not a type of coffee at all. Fair Trade USA and Fairtrade International (formerly one organization) certify food, wine, coffee, body care, and even sports equipment that are produced and sold while providing laborers with safe working conditions and fair pay. Many importers, roasters, and retailers in the Fair Trade Certified Coffee Program market their coffee as “Fair Trade coffee,” advertising the certification without specifying the roast or flavor.
For many coffee drinkers, the Fair Trade seal of approval is so sexy that it makes the type of coffee completely irrelevant. While securing higher standards for farmers and laborers, Fair Trade has created a highly recognizable brand without manufacturing or selling any product of their own. For this, I see Fair Trade as an exemplar of sustainable and commercially viable social change.
