The United States consumes one-fifth of all the world's coffee, making it the largest consumer in the world. But few Americans think about the people who work to grow their coffee. For small farmers throughout the developing world whose livelihoods depend on products Americans enjoy every day, low prices and volatile markets have been a threat to their economic survival and concerns about that survival have led to the development of a “Fair Trade” system for purchasing coffee from small farmers. Fair trade is a system of exchange that helps farmers in developing countries gain direct access to international markets and develop the business capacity necessary to compete by marketing their own harvests. Organizations like TransFair USA certify that farmers receive a fair price for their product.
Fair trade awareness is rising, and fair trade certified coffee is now the fastest-growing segment of the US specialty coffee market. Currently 7 percent of the coffee Sodexo purchases (in pounds) is fairly and responsibly traded, and growing that share is one of the 14 commitments in Sodexo’s Better Tomorrow Plan . By purchasing fair trade certified products, we encourage a more robust market for fair trade and improve the lives of people who produce and provide these goods.
Several Sodexo accounts have already made great strides in shifting to purchasing fair trade hot beverages. Babson College in Wellesley, Mass., with four dining facilities that serve almost 1,900 students, has been managed by Carl Citron since 1989. In anticipation of the growing trend towards fair trade offerings, in 2005 Carl introduced Sodexo’s Jazzman's Café & Bakery to Babson’s campus, increasing the fair-trade coffee and tea offerings from 0 percent to about 15 percent. Today, through the implementation of other fair trade options like Green Mountain and Aspretto in outlets across campus, he estimates that 75 percent of the coffees and teas offered at Babson are fair trade. Switching to fair trade products helps Sodexo support our clients by providing products that demonstrate their commitment to fair trade and sustainability.
Similar success in fair trade is found at Fordham University in Bronx, N.Y. With a dining population of 3,000, General Manager Brian Poteat estimates that Sodexo serves 2,000 cups of coffee every day, 60-70 percent of which are fair trade certified. In 2001, in response to increasing desire for these products, Brian introduced various fair trade offerings. Today, Fordham boasts two Jazzman’s and Aspretto locations, as well as one Green Mountain fair trade coffee location.
As a high volume purchaser of coffee and coffee products, Sodexo has a huge opportunity to make a difference in growing the fair trade market. Whether in response to client requests or as a result of the initiative of our managers, Sodexo has shown, and will continue to demonstrate leadership in contributing to the well-being and security of the farmers and farming communities that produce products we enjoy every day.
EDITORS NOTE: You can join a live online conversation between Arlin Wasserman and Paul Rice, CEO & President, TransFair USA, for a talk on fair trade on February 3, 2 p.m. EDT.