A taste of Ethics

Labeling their coffee as fair trade in no doubt is a very shrewd PR tactics. In the highly competitive coffee market, consumers are not solely looking for the aroma of high quality coffee beans, but also the taste of ethics. Fairtrade sounds ethical as it guarantees a minimum price that tracks slightly above market rates, plus a “Fairtrade premium” that can be invested in projects that enhance social, economic and environmental development.

However, does selling fairtrade coffee itself makes an ethical company? Despite Startbucks’ strategy of converting all its espresso-based drinks in the UK and Ireland to Fairtrade, Starbucks comes bottom of Ethical Consumer’s rating table.

Ethics in the production also includes the treatment to their staffs. Starbucks has been criticized for improperly requiring the workers to share tips with their bosses. It is sarcastic that Starbucks express their concern towards poor farmers (under the fairtrade trademark) but on the other hand depicting their indifference towards the welfare of their low-wage workers.

http://www.guardian.co.uk/environment/green-living-blog/2011/feb/28/coffee-chains-ethical?commentpage=2#start-of-comments