With a delicious mixture of natural flavours from pure peppermint and decadent baker’s chocolate, Peppermint Mocha provides a refreshing burst of cool mint to melt away the stress of the season. The fair trade certified roast is made with organic robusta and arabica beans for a bold, balanced, and smooth cup of premium coffee.

“Following the success of our fall pumpkin chai blend, we knew our consumers wanted a flavour that would capture the essence of the holidays,” said Tom Ennis, president and CEO of Death Wish Coffee Co. “With a deeply delicious and refreshing taste free from artificial ingredients, we’re confident that Peppermint Mocha will quickly become a fan favourite and seasonal staple.”

Peppermint Mocha is available in 9 oz. ground bags and 10-count pods on www.deathwishcoffee.com, Amazon, and at major retailers nationwide, such as Sprouts, Publix, Wegmans, and Kroger, and in select Target and Albertsons stores.

In addition to its flavoured offerings, Death Wish Coffee Co. has an option for all coffee preferences with its core portfolio of medium, dark, espresso, and a recently released light roast. Death Wish Coffee Co.’s products adhere to rigorous standards that protect the environment and livelihoods of coffee farmers. For more information about Death Wish Coffee Co. and its full range of products, please visit www.deathwishcoffee.com, and follow the brand on Instagram @deathwishcoffee.

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With 100,000 cups of its teas drunk every hour, globally, Traditional Medicinals shares its herbal remedies and teas with two million people a day, providing itself the opportunity to inform, to be transparent, and to raise issue of importance, as well as bringing them each a little bit of nature in every cup.

Traditional Medicinals’ story begins more than 50 years ago, when Drake Sadler who co-founded the company with Rosemary Gladstar, met in the woods of Northern California where they were both living in the late 1960s. Gladstar collected plants and was teaching students and young people about the herbs and formulas that had been passed down through her family.

“Her great grandmother was a herbalist from Armenia [who taught her daughter], [who in turn, taught her daughter]. All this knowledge was passed down, as it always has been, in an oral tradition with women from generation to generation. They were the ‘medicine women’ in their communities and Rosemary was the medicine woman in her community,” explained Sadler, chair of Traditional Medicinals. Gladstar had a small shop and people would come to see her seeking remedies for their ailments.

Meanwhile, Sadler came from a background of social development. He worked for the US government on what was called the War on Poverty, setting up social programmes in poor communities. At this time, Gladstar wanted to further educate the community about herbal education, so she started packaging her herbal formulas and inserting inside information she had written to provide further explanation about the herbs they were using to treat the illnesses. This was the founding purpose of Traditional Medicinals – herbal education – and why the pair decided to launch it as a business.

The second founding principle came as Sadler and Gladstar began to visit the countries and communities from which they were sourcing plants. There they discovered that the herb and spice communities were quite impoverished. “This then triggered the evolution of the company’s second purpose,” said Sadler, “which was to build sustainable communities where these plants came from.”

Traditional Medicinals Throat Coat packaging circa 1980. Image: Traditional Medicinals

When Traditional Medicinals began, it offered nine products, each chosen to meet specific consumer needs and address ailments people had come in for, such as sore throats, problems sleeping, digestive troubles or morning sickness. “But that quickly expanded. I think within the first two or three years we had about 20 products,” commented Sadler. “People were like, why can’t I get this? What about that? So, Rosemary was formulating remedies that people needed. We weren’t trying to come up with the latest flavour or something, it was all about consumer needs.” Now Traditional Medicinals has more than 60 products (teas, lozenges, and capsules), which still change according to consumer needs and the ingredients they are interested in, such as dandelion, raspberry leaf or hibiscus.

These trends and demands also vary by region; Joe Stanziano, newly appointed CEO of Traditional Medicinals (see the announcement in People News) added, “according to industry data, the stress/relaxation segment has the highest regional share in California and has the lowest regional share in the mid-south; whereas the immunity segment has the highest regional share in the mid-south and lower in the northeast [of the US].”

Sustainable from the start

The majority of these products are distributed across the United States, but its market generally covers Central and North America. “The products are in a lot of countries I visit, but we don’t have a strong foreign strategy,” said Sadler. “There’s only so many places we can be and be there successfully […] There’s a limit: there’s a limit to these plants, there’s a limit to our capacity to produce […] We’re not trying to be the biggest, we’re just trying to be the best.” This notion is something integral to the workings of Traditional Medicinals.

Sadler spoke about how both he and Gladstar were interested in Buddhism during the origins of the company, one of the principles of which is ‘right livelihood,’ which he said they have always strived to embody within the company. “The notion of right livelihood is how business, or how people, should conduct themselves when they’re doing business. And the fundamental of right livelihood is to do no harm. So, conducting business in a way that helps people and does no harm, no harm to the environment, does no harm to each other, does no harm to the community.” This is something Sadler said distinguishes Traditional Medicinals from many other businesses.

This ethos also guides the company through purchasing and working with organic and fair-certified suppliers. Traditional Medicinals made a commitment to using quality and efficacious ingredients to deliver tangible health benefits. Its first certified organic products were in the late 70s, and then fair-certified ingredients began in the 90s. “The company has a real commitment to its stakeholders from these supply communities all the way through our trading partners […] We operate from a place of integrity,” said Sadler, and sustainability has always been a part of this, whether it is environmental or social.

When Sadler and Gladstar first started visiting their source communities, they would find children working in fields and not going to school, because their parents needed them to work and often there weren’t schools for them to go to. “So, then the next time that we would come back to those communities, we would bring books; we’d bring books written in the language of that country, school books. And we’d ask, ‘Can we hire a teacher and have children learning in the evenings? Would you give them room to study? We will hire the teacher and bring the books,’” recounted Sadler, explaining how the company’s opportunities for scale of impact have expanded since its founding. “Now we build schools. We have five schools in one remote area of Rajasthan [India], five schools just in this little remote area and there’s 2,000 kids going to school there every day.”

Traditional Medicinals now works in 43 countries through fair certification projects and partnerships. Its community projects in these regions impacts tens of thousands of farmers and collectors and their families, in areas such as health, hygiene, education, economic development, food and water security and women’s empowerment, the latter of which is especially crucial, said Sadler.

Historical Traditional Medicinals packaging. Image: Traditional Medicinals

Since the beginning of humankind, people have been experimenting with plants for food and medicine, for clothing and for shelter. Now in modern times, 50 percent of the world’s medicine contains plants, 80 percent of which are not farmed and must be collected in the wild, Sadler shared. It is in these remote areas that they grow and are collected by indigenous people, the vast proportion of which are women. This is why “we want to work on projects that empower them, raise their voices in the community, educate them better. And make sure that their daughters are going to school.”

While these practices have been embedded in the company since its founding, Sadler noted that there has been a strong increase in demand for sustainable activities from consumers, particularly young consumers who are wanting more information about the products they buy. “Young consumers really want education, they want to know what they’re consuming, they want to know about the ingredients, they want to know where those ingredients come from, they want to know who’s involved in the production of those ingredients, whether they’re farmed or collected, and how they’re manufactured and under what conditions,” he said. “They really demand transparency and this is wonderful. This is the way it should be. We should be knowledgeable about the products that we’re using and under what conditions they’re produced.”

Not business as usual

Integrity, right livelihood or transparency, however Sadler’s Traditional Medicinals’ ethos manifests itself, it is all under the umbrella of sustainability, and safeguarding resources and people’s livelihoods for the future, a pressure that is becoming increasingly urgent, something Sadler feels keenly. “There’s no more business as usual. We’re done with business as usual. I’m fed up with business as usual. I’m fed up with corporate America. I’m fed up with billionaires who are acquiring wealth,” he emphasised.

“That’s not the answer for the future. That’s not how we’re going to survive as a species. It is my belief that business has not only an opportunity, but an obligation to lead in the evolution of business as a platform for social change.”

Sadler said he is now focused on creating a structure of ownership within the company that ensures this purpose “is embedded in the company’s operating system, it’s part of its daily governance. So that it can’t be disrupted,” long after he is no longer there to steer it.

Newly appointed CEO, Stanziano, is taking up this mantle, and explained how he hopes the company will continue to evolve. “Traditional Medicinals has built a strong legacy as a leader in herbal wellness and as a Certified B Corporation, deeply rooted in sustainability and social responsibility. As we look to the future, my vision is for Traditional Medicinals to continue advancing its mission-driven approach, placing people and the planet at the forefront of every decision we make, even as we adapt to the evolving market landscape and changing consumer needs.”

Stanziano said that in the next 20 years, he sees Traditional Medicinals “solidifying our position as a global leader in herbal wellness by broadening our market presence and diversifying our product portfolio. We’ll achieve this through our strategic partnerships and collaborations with local communities and suppliers, ensuring that our sourcing and production practices remain sustainable and transparent.

Our commitment to environmental stewardship is unwavering, and in 2023, we took a significant step by aligning with the Science Based Targets initiative (SBTi), setting ambitious goals to reduce Scope 1 and 2 emissions by 42 percent by 2030 and achieve net zero emissions by 2050,” he said, adding, “looking 50 years ahead, I envision Traditional Medicinals sharing more of its leadership position to inspire – empowering global communities and consumers to embrace the healing power of plants and live in harmony with nature. Our focus will be on innovation, continuous improvement, and expanding our impact, ensuring that we remain a trusted source of wellness for generations to come.”

Over the last 50 years, from its roots as Rosemary Gladstar’s homemade herbal remedies, passed down through generations, and shared with her community, to a far-reaching company, who’s impact stretches even further than it’s teas, Traditional Medicinals has managed to maintain its founding ethos and principles throughout.

This is something that Sadler articulates accordingly, “People think we’re a tea company. We’re actually not. We’re a tea company, but the tea company is actually the means to an end. It’s the work in those supply communities and educating people about herbal medicine, that’s really what we do and the products are the means to an end. They’re what financially support the purpose. It’s not the other way around.”

• Kathryn Brand is an associate editor with T&CTJ, while still writing for several of Bell’s other magazines. She joined Bell Publishing at the beginning of 2022 after graduating from the University of East Anglia with a degree in English Literature and Creative Writing. She may be reached at: kathryn@bellpublishing.com.

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Punk Bunny Coffee also announced a new partnership with Keurig Dr Pepper (KDP) to join the Keurig K-Cup Pod System, making Punk Bunny Coffee available to more than 40 million US households with a Keurig brewer. As part of the band and KDP’s shared commitment to sustainability, Punk Bunny K-Cup pods will be the first to launch the full flavor portfolio – Father of All…Dark Roasts, Soundcheck, Last Ride In and Light Club – with easy-peel lids to prepare pods for recycling.

Mike Dirnt explained, “For years, our band has been immersed in making damn good organic coffees with a strong focus on sustainability. Now in our tenth year, we are launching our new brand, Punk Bunny Coffee, and are proud to announce that we have been working closely in partnership with Keurig and support their sustainability innovations. Get ready to get ‘Hopped up on Punk Bunny Coffee.’”

“Green Day brings the same legendary passion they bring to their music to their work creating distinctive Fair Trade Certified coffee built on community from source to cup,” said Ben Yoder, vice president of Coffee Partners, Keurig Dr Pepper. “With the launch of Punk Bunny Coffee in recyclable K-Cup pods, fans will have more ways to connect with their musical heroes through a great cup of coffee, brewed at the push of a button. Plus, Punk Bunny Coffee in your Keurig brewer is a far better option than ‘409 in your coffeemaker’.”

In 2023, the band decided to create a new coffee brand that would take things to the next level. Bringing Adam Devine, Rachael Ray and other friends as investors, they tapped consumer packaging goods experts Richard and Paul Smucker Wagstaff as investors, advisors and board members. In the fall of 2023, the guys landed on their iconic Bunny as the face of the brand and Punk Bunny Coffee was born. Oakland Coffee products were manufactured by a third-party Bay Area-based roaster, but Mike, Billie Joe, and Tre wanted to have more control over their roasts. After a search spearheaded by Embassy Park Advisors, Oakland Coffee merged with Caruso Foods, an Ohio-based premier specialty family-run coffee roaster.

Billie Joe Armstrong said, “I’m stoked to be an owner of a very cool specialty coffee roasting company here in the US. And grateful for our co-owners and the amazing people who help us blend badass coffee, just how we like it. It’s going to be a big year for Green Day. We’ll be playing shows across the globe and Punk Bunny coffee will be fueling the way, backstage and on our busses.”

Paul Smucker Wagstaff, former president of Smucker and 5th Generation Smucker family member said, “The combination of our CPG Food expertise, the Caruso platform and Green Day’s ability to promote products and make connections in the entertainment industry has the company positioned to grow meaningfully over the next several years. We expect to pursue joint ventures and acquisitions as we venture into new product categories. We believe by bringing incredible fair trade organic coffee and the connectivity of the music industry we can be the coffee for music lovers everywhere.”

Dominic Caruso, CEO of Caruso Foods, noted, “We worked closely with the band to develop blends of Fair Trade Certified Organic Arabica beans roasted to four distinct roast profiles. The four blends are available in 12-oz. ground valve bags with the darkest item also available whole bean. The band and the Caruso’s share a common set of core values focused on hard work, a love of family and great coffee. We fully expect this brand to become the rock star of the coffee section in retailers across the country and beyond.”

Green Day and Punk Bunny’s Fueled by Love Initiative will take a portion of profits from every bag or pod of Punk Bunny Coffee sold and distribute it equally to this year’s charity partners: One Tree Planted, Oceana, Keep Memory Alive, Eat. Learn. Play, and the Ron Finley Project. Earlier this year, Punk Bunny Coffee was introduced to attendees of The GRAMMY Awards® and the EA Superbowl event and was made available for pre-order to Green Day and Oakland Coffee fans.

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When Firsd Tea North America and Tea & Coffee Trade Journal planned a first-of-its-kind sustainability perspectives survey in 2021, they embarked on a mission to understand how professionals within tea and related industries perceived sustainability. We discovered overwhelming apprehension about the risk of climate change on operations, cautious hope for the future, and an under-prioritisation of sustainability when selecting teas to offer consumers.

But to truly grasp industry views on sustainability, it was necessary to continue listening and tracking how collected data either yielded the same patterns or evolved into changing trends. That is why the two organisations again partnered to survey professionals in tea and related industries to understand how they currently view sustainability efforts within the sector and their outlooks for the future. The findings have been published in the 2023 Sustainability Perspectives Report and are available online here. In this two-part article series, the results of that report will be further explored in terms of the planet and people.

General impressions remain positive

On a broader scale, the results cast a positive light. In terms of overall sustainability performance, 73 percent of respondents indicated the belief that the tea industry implements sustainability very well or somewhat well. In comparison, 68 percent believed coffee performed within those same parameters. Further probing into the environmental aspects of that performance, 75 percent of respondents in tea and related industries believe the tea industry performs well or somewhat well in terms of reducing environmental impact.

Additionally, the sustainability reputations of several producing countries improved. Japan still remained No. 1 (96 percent), but remarkable differences did surface from 2022. Though every country witnessed positive increases among survey-takers, Vietnam (+37 percent), Kenya (+33 percent), China (+26 percent), and Sri Lanka (+26 percent) saw significant improvements in 2023 from the 2022 study.

Respondents also expressed general optimism in the industry’s sustainability direction. When asked to rank how the tea industry performed with sustainability ten years ago on a scale of one to ten, with one being the worst and ten being the best, the average score was 4.9. This score was 0.9 higher than last year’s average score. Rankings of how the tea industry currently performs reached 6.38, up 1.38 points over the 2022 average. Average rankings of how the tea industry will perform ten years from now also increased from 6.9 in 2022 to 7.79 in 2023.

Areas of concern

While respondents had positive outlooks on some general aspects, their answers also revealed areas of greater concern. Most professionals in tea and related industries remain aware of and concerned about the environment at a more personal level. 75 percent (versus. 80 percent in 2022) of respondents said they were worried about climate change’s effects on their business operations.

More specifically, most respondents said changing rain patterns (95 percent in 2022 versus 100 percent in 2023) and extreme heat (91 percent in 2022 versus 97 percent in 2023) were the biggest climate change risk factors with pest problems close in third (89 percent in 2022 versus 96 percent in 2023).

Climate concerns and certifications

When it came to standards and certifications that respondents in tea and related industries felt were most important to consumers, the results reinforced the previous study — 95 percent said organic certification led the way versus 85 percent in 2022. This year, non-GMO surpassed Fair Trade as the second most important standard to consumers in the eyes of tea and related industry professionals (81 percent to 68 percent, respectively). Rainforest Alliance (53 percent) remained in fourth place.

Though most respondents remain worried about climate change, they continue to rank ‘sustainability’ as a low-priority factor when selecting teas for their businesses. In 2023, respondents still listed flavour (96 percent), leaf grade (91 percent) and origin/terroir (90 percent) as the top three characteristics that contributed to their decisions to stock particular tea types.

Implications

The report paints a largely positive picture of overall tea industry sustainability progress. Respondents tend to feel that improvements are being made both overall and in the perception of particular producing countries. They also remain generally optimistic about the future. However, the report points to key areas for further action and research:

1. Continued surveys will help reveal industry trends and shifts. While corporate sustainability reports and sustainability certifications provide more of the ‘harder’ metrics on gaps and progress, the perspectives report continues to provide the ‘softer’ metrics that indicate motivations and readiness for change. As such, the survey has become a barometer for the industry to assess readiness and acceptance of change within the overall tea product ecosystem.
2. Environment and climate concerns are still tilting the wrong direction. Respondents generally believed that the tea industry’s sustainability performance would improve in the next ten years, but this was tempered against the continued concerns over the tea plant’s susceptibility to climate change, and environmental impacts on tea business operation. Respondents may feel that conditions will get worse before they get better. Alternatively, the divergence may indicate respondent’s beliefs that deep environmental damage is beyond the realm of control and may arrive in spite of marked progress in sustainability practices. The sustainability perspectives survey draws those underlying concerns to the fore so that latent worries can be exposed and addressed.
3. In addition to the ambivalence of sentiments was a potential mismatch in action. Flavour, origin, and pricing have long been seen as driving factors in tea purchase. At the same time, respondents rated organic certification and non-GMO as the certifications most important to consumers. Taken together, these findings may suggest one or more of the following:

• Respondents may believe that quality and value (price) are the ultimate factors in consumers’ purchasing decisions.
• Respondents may believe that consumers are more interested in clean/healthy products, with that concern centering on more immediate and personal impacts. Organic and non-GMO certified products are often viewed as safer, pollution-less products that more directly affect the health of the end-user. While organic practices may benefit the environment by virtue of the absence of pesticides, their potential for environmental improvement are not part of their primary agenda.
• Even if respondents believe that consumers want teas that meet quality, price, sustainability and certification standards altogether, respondents believe they are willing to make tradeoffs in the area of sustainability to get what they want in the other areas.

Each of these areas provide opportunities for further discussion and research, especially in the areas of consumer preferences and purchase decisions. Understanding the tea industry’s and retailers’ effectiveness in promoting sustainable teas will be an important factor. On the consumer side, dialogue on how consumers make tradeoffs in using their purchasing power to reflect their values is an important consideration.

Firsd Tea and the Tea & Coffee Trade Journal would like to thank all of the members of the tea, coffee, and cocoa industries who contributed to the survey. A diverse range of respondents from across the world and across the supply chains provided us with their distinctive insights. It is our hope that the survey report continues to spark change and dialog on the importance of sustainability practices as they affect the future of these global industries and their consumers.

• Jason Walker is marketing director of Firsd Tea North America. Prior to his work with Firsd Tea, Walker served in a variety of roles in tea and beverage business capacities. His experience includes business services for small tea companies, a top-ranked online destination for tea consumer education and co-founding a coffee business. His insights draw upon his diverse range of experience in sales, operations and management in the tea world. He may be reached at: jason.walker@firsdtea.com.

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Cafédirect has been focused on ethical coffee trading in the UK since it was founded in 1991, becoming the first coffee brand in the country to carry the Fairtrade mark. In 2018, the Cafédirect management team made the strategic decision to focus on provenance, increasing efforts to build sales of their top-selling lines Machu Picchu and Kilimanjaro coffee in the grocery supermarket sector.

“For Cafédirect, this proved to be a fortuitous decision, as hot beverage sales in the grocery sector grew rapidly during the COVID-19 pandemic of 2020-2022,” said Professor Bob Doherty, a fair trade expert from the University of York’s School for Business and Society. “People started working from home and hospitality closed. Machu Picchu sales grew from £3m in 2017 to £12m by the end of 2022. In addition, Cafédirect sales overall grew from £8m to £18m, driven by increased sales in supportive supermarket chains such as Sainsbury’s, Co-op and Waitrose. The Co-op also decided to stock Machu Picchu coffee in all of their stores, helping raise sales from £300k to £2.2m between 2018-2023.”

At the same time, hot beverage companies which specialised in food service/out of home such as Grumpy Mule in Meltham, Yorkshire (owned by Irish hot beverage company Bewley’s) declined rapidly as venues shut down almost entirely in the pandemic.

In late 2022, Cafédirect entered into discussions with Bewley’s with a view to acquiring the Grumpy Mule business in the UK. This made strategic sense as Grumpy Mule were strong in food service, and had a manufacturing packing facility with a much greater capacity than Cafédirect. The Cafédirect London Fields facility has the capacity to roast approx. 400 tonnes per annum. In comparison, the Grumpy Mule facility in Meltham can roast 4,000 tonnes per annum. In addition, Cafédirect already had a strategic relationship with Bewley’s who have manufactured the Cafédirect retail coffee in Dublin for the past 16-years.

On 7 June 2023, Cafédirect acquired Grumpy Mule. Cafédirect and Bewley’s also came to a ten-year supply agreement on Cafédirect retail coffee. Cafédirect agreed to maintain the roasting operation in Meltham in Yorkshire. The acquisition was supported by Cafédirect investors Oikocredit and Triodos bank.

“All in all, this has been quite the turnaround for a company that in 2015 lost business in Tesco and Asda with key lines being destocked, and in 2016 carried out a rights issue with Triodos bank to raise funds,” says Doherty. “Cafédirect now has two commercial directors for grocery and food service, and the business has an annual turnover of over £30m, all providing increased returns to producers via the gold standard.”

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Sumac Warmi, which means “Beautiful Women” in the ancient Incan Quechua language, is part of the Union y Fe cooperative founded in 2014. Union y Fe continually distinguishes itself as a pioneering organization in Peru, offering top-quality coffees and innovative micro lots. Located in the Andes Mountains, Cajamarca’s high altitude and fertile soil contribute to the coffee’s quality, producing a sought-after, fair trade, organic micro lot.

“We developed ‘Coffee by 32 Women’ specifically to raise awareness about talented and dedicated women professionals in the coffee growing trade,” explained Mark Stell, founder and managing partner of Portland Coffee Roasters. “Purchasing this roast not only supports these growers, but also promotes gender equality in the coffee supply chain.”

Monica Terveer is the director of sales for Sustainable Harvest, Portland Coffee Roasters’ importing partner. Sustainable Harvest imports exquisite specialty coffees from around the world, using an innovative sourcing approach to disrupt commodity-driven trade. The company focuses on creating transparent relationships that increase value throughout the supply chain, all while fostering greater sustainability.

According to Terveer, women are the backbone of coffee production in Latin America, and “Coffee by 32 Women” helps them control their own futures. While women generally manage most of the labor of producing coffee, they are not always the legal owners of the land they work on, nor are they direct recipients of the income their families bring in from coffee.

“What makes women’s cooperatives, or women’s groups within cooperatives, so significant is that they put the power, and the money, into the hands of women,” said Terveer.

“When women are in control of their own coffee, it can provide a path toward autonomy in their decision making, oftentimes leading to the income from coffee being used in a way that brings greater benefit to their families and their communities.”

Several Sumac Warmi Growers.
Image courtesy of Portland Coffee Roasters.

“Coffee by 32 Women” is a Certified Fair Trade Organic light roast, medium-bodied coffee with notes of fig and honey. It is available now through 31 May 2020 and can be purchased online at PortlandCoffeeRoasters.com, which is currently offering a buy two, get one free promotion. In the Portland Metropolitan area, the coffee is also available in bulk at New Seasons Markets and in 12oz bags at select Fred Meyer stores.

To learn more about “Coffee by 32 Women” and the Sumac Warmi, with a video of their life story outlining the womens’ passion for quality and their future dreams, visit: PortlandCoffeeRoasters.com/empower.

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National retailer Target Corporation has committed 100% of the company’s Archer Farms coffee in both bags and pods to be certified sustainable by 2022 according to the Fair Trade USA standard or an equivalent. In collaboration with Fair Trade USA, they will partner with suppliers who meet Fair Trade social, economic and environmental standards, ultimately striving to enable coffee farmers to receive better prices and invest in their communities.

Beyond retail, a range of food service organizations are stepping up with significant Fair Trade coffee commitments. Chartwells Higher Ed will serve Fair Trade coffee at all 280 universities where they have operations, UCLA is committing to continue 100% Fair Trade coffee sourcing and increase on-campus education to showcase and contextualize their efforts, and Bon Appetit Management Company, which provides on-site restaurant services for universities, corporations, and museums in 34 states, has committed to sourcing all of its coffee from either from third-party-certified farmers (including Fair Trade producers), or through its Farm to Fork network of small, local, owner-operated roasters.

Finally, a range of additional supporters, including NGO movement allies and suppliers are leveraging their networks and resources in support of the joint commitment. Atlas Coffee Importers has committed to educate their employees and roaster customers about how the mechanisms of the Fair Trade model support farmers. Meanwhile, the Sustainable Purchasing Leadership Council (SPLC), a network of hundreds of institutional purchasers, is engaging their network to educate about the issues facing the coffee industry and ways to take action through purchasing policies and sourcing practices.

Together, these commitments will help to increase market access for farmers looking to sell their coffee on sustainable terms and find an alternative to the volatility of conventional coffee markets. For consumers, it means greater availability of Fair Trade goods and better communications about the impacts of the model.

“We are humbled by and deeply grateful for the commitment brands are taking in support of coffee-growing communities at a time when farmers need it most,” said Ben Zwerling Baltrushes, vice president of coffee at Fair Trade USA. “In order to ensure the future of coffee, we must come together to create a sustainable market for the hard-working farmers that make it possible.”

“Growing coffee for a farmer at this moment is not sustainable at all,” said Lenin Tocto Minga, commercial agent at the APROCASSI Coffee Co-operative in Peru. “Farmers are very committed to growing coffee, but they are quickly losing hope. They are effectively losing money every day with these (current market) prices.”

Fair Trade USA and movement allies will continue to work to increase the impact of the Fair Trade model and invite others interested in scaling sustainable coffee sourcing to continue the momentum by joining with their own commitments in the coming months and years.

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