Fair Trade USA launches #JustOneCup campaign as coffee prices reach 13-year low

23 Sep 2020 --- Fair Trade USA is rallying consumers to choose fair trade coffee to protect farmers from declining prices due to the COVID-19 pandemic. The North American certifier of fair trade products is highlighting actions taken by industry with its #JustOneCup campaign as International Coffee Day, September 29, approaches.

With coffee prices at 13-year lows, well below the production cost in most countries, and the pandemic exacerbating challenges due to labor shortages and decreased demand, fair trade is needed as a social safety net now more than ever, reports the non-profit organization.

“We need coffee to get us through this pandemic, but coffee needs us more right now,” says Paul Rice, president & CEO of Fair Trade USA.

A survey conducted by Fair Trade USA to farmers across 22 countries found that 67 percent saw a decrease in demand for their products and 74 percent reported income loss due to the pandemic.

Fair Trade USA is gearing up for International Coffee Day, September 29, with its #JustOneCup campaign.Ethical choice in food and beverages is a recurring theme, particularly in the coffee, cocoa and palm oil sectors. According to Innova Market Insights’ Lifestyle & Attitude Survey (2020), 5 percent of German consumers pay attention to ethical factors (e.g. animal welfare, fair-trade and social causes) when making F&B purchases.

Generating funds for better livelihoods
Fair Trade USA underscores the importance of consumer support for fair trade, describing it as “the only mainstream model that guarantees a minimum price for producers and delivers additional funds per pound of coffee for producers to use at their discretion.”

Some additional funds coffee producers earn on top of the minimum price are put into Community Development Funds, which empower communities to make holistic investments into their livelihoods.

In 2019, producers earned a record US$37 million in additional income from fair trade coffee purchases through the Community Development Funds, which were made available for immediate emergency COVID-19 relief efforts.

Industry supporting fair trade
The #JustOneCup campaign is “raising its mug” to eight of Fair Trade USA’s business partners that bring additional fair trade certified coffee to market: 

Keurig Dr Pepper (KDP): KDP is on track to achieve its goals to responsibly source 100 percent of its coffee and engage one million people in its supply chain to significantly improve their lives by the end of 2020. Since 2001, KDP has contributed US$96 million to workers through Community Development Funds. 

Walmart / Sam’s Club: Walmart will work with suppliers to source certified, sustainably grown coffee for 100 percent of its private brand products and invest in the long-term viability of coffee farming through direct programs with growers. Currently, 89 percent of Member’s Mark private brand coffee at Sam’s Club is fair trade certified. 

Whole Foods: Whole Foods Market and 365 by Whole Foods Market packaged coffee will be ethically sourced and certified according to approved third party standards, including Fair Trade USA’s certification.

Kroger: Through its Simple Truth brand, Kroger is sourcing 100 percent fair trade certified coffee. Kroger continues to add new products and coffee-growing regions to its product portfolio, including US-based coffee that will become newly certified in the coming years. Through fair trade, Kroger’s Simple Truth brand has supported communities in more than six countries worldwide. 

Albertsons Companies: Fair Trade USA now certifies 100 percent of Albertsons Companies’ O Organics coffee. O Organics fair trade certified coffee has generated millions of dollars in Community Development Funds since the program started. 

Target: Target met its 2022 commitment early. Fair Trade USA now certifies all Good & Gather coffee in both bags and single-cup pods. In 2019, sales of fair trade certified coffee at Target contributed to Community Development Funds in Brazil, Colombia, Ethiopia, Guatemala, Honduras, Indonesia, Mexico, Nicaragua, and Peru. 

Williams Sonoma: The company met its commitment to 100 percent fair trade certified coffee at the beginning of this year. 

Prince & Spring by Boxed: 100 percent of the retailer’s coffee is fair trade certified. 

Edited by Missy Green