Friday, September 10, 2004


coffee code of conduct

of course the big coffee news today is the fantastic public relations move by most of the so-called "big-four + one" multi-national coffee roasters, those charming sharks responsible for the low-quality, near-trash, brown vegetable fiber you see on the supermarket shelves in cans and jars.

"swiss-based food giant nestlé and three other major coffee companies have agreed a code of conduct with producers in a bid to improve standards across the industry.

the agreement -- signed by coffee giants nestlé, tchibo, sara lee and kraft -- aims to end the use of child and forced labour."

"the pact also calls for closer ties with growers of the best coffee beans to ensure they get the highest price."

har-de-har-har. excuse me while i pick my body parts up off the floor and take 'em to the plastic surgeon to be re-attached: the day these executives care about farmers or us consumers is a long way away. . .

they are strictly bottom-line guys, trained by pavlovian technique to salivate at ever-lower prices to farmers, ever-lower quality and ever-growing markups.

but gosh, why was p&g absent from this party? i know, those executives probably didn't make it off the golf course in time to appear for the photo op.

or maybe their p.r. team was still trying to explain to them what the coffee crisis is so they could fake concern for the benefit of the press. . .

the important bit in this story is what the economist said: "the only way to get prices back up is to cut supply." well, that's partly true.

however, not only do we have to reduce the supply of low-quality coffee sloshing around the world markets, depressing prices and driving farmers into bankruptcy, drug-growing, and illegal immigration, we also have to encourage consumption.

but to convince people to drink coffee at all, or to enjoy just a little more of the world's most passionate and intellectual beverage, we have to improve the quality of coffee in the future. no one wants to drink bad coffee.

and that stuff in the supermarket is pretty bad; make no mistake about it. this is where we, the average coffee-drinkers, come into play.

it's no secret to say that these large multi-nationals don't care about coffee, farmers, or us, their supposed customers. obviously, they love only their stock price.

so while they run around inventing new raspberry-hazelnut-mandarin-mocha pod instant microwave products and push 'em with glossy "calgon-take-me-away!" advertising in an effort to convince someone -- anyone -- to drink that stuff, we consumers who truly love coffee have other options.

we can take a new look at that cup on our desk with a mindful attitude. we can realize that we are linked more closely to coffee farmers and workers than with any other commodity.

the coffee farmer's literally at our elbow every day, sitting with us in our cars, beside us at our desks, near as we sip our morning latte on our couches at home. he is not some distant, unknowable and shadowy being.

as i've said before the best thing -- and the easiest thing! -- consumers can do is simply support specialty coffee. buy your coffee from your local independent coffeehouse (with trained professional baristas!), roaster, or bean retailer.

abandon the big four! just forget about 'em!

and as you enjoy your fresh, better-tasting, better-quality coffee, you can awake to the appreciation of java as a fine beverage. you can grow in your understanding of the great variety of enchanting flavors available in the coffees from different regions.

and when you're ready to do that, the scaa consumer membership program is here. and i'm happy to help you!

long-time readers know i volunteer for the scaa's consumer program, holding events at the annual conference, helping with the newsletter, and arranging cuppings and events (fabulous pix here) throughout the year.

it's fun. come slurp with us!

posted by fortune | 1:05 PM | top | link to this | email this: | | | 0 comments