Starbucks Goes Fairtrade - Costa Goes Rainforest Alliance - Let's Get Ethical?

I remember reading Naomi Klein's book 'No Logo' which was particularly scathing of Starbucks. It seems they are trying to improve on their ethical credentials with this move. The fact that the Fairtrade status will only apply to it's espresso range makes it slightly less impressive though. How often have you seen anyone in Starbucks with a tiny cup?

Darcy Willson-Rymer, Starbucks, managing director UK & Ireland said, “I am delighted that we are introducing 100% Starbucks ™ Shared Planet™ and Fairtrade Certified espresso into our UK coffeehouses.

"This commitment means that 100% of the espresso coffee sold – both whole bean and espresso-based beverages – in Starbucks stores in the UK and Ireland become both Starbucks ™ Shared Planet™ and Fairtrade Certified by the end of 2009."

Hopefully public demand for Fairtrade products will be increased by this move. I'm sure Starbucks and other coffee houses could afford the extra cost without passing it on to consumers. They must make a hefty profit margin on a £3 cup of coffee.

What impact the addition of coffee giants to the Fairtrade supply chain remains to be seen. Hopefully it won't result in squeezing purchase prices like many big food compaies do with non Fairtrade suppliers. I'm sure the people at Fairtrade have got their heads screwed on and won't be pushed around.

O.k, after reading this article it seems my understanding of 'espresso-based beverages' was a bit off. In fact it includes every cappuccino, mocha and latte, basically the whole range of coffees sold at Starbucks. I guess they are refering to the espresso process, rather than the little cups of coffee I was thinking of.

It seems other coffee companies are keen to improve on their ethical credentials too, with Costa announcing part of its supply will be sourced from Rainforest Alliance beans. According to Costa's website 30% of their beans would be Rainforest Alliance from October 2008 onwards, I can find anymore recent info on this.

Well at least they are nearly 1/3 ethically minded!

Published - Thu 15th Oct 2009 18:57:27