FAIR TRADE: PARTNERS IN A GLOBAL COMMUNITY
If you spend just 30 minutes inside a Port City Java café listening to guests order their coffee, then you know there are all kinds of coffee drinkers. You have people who order a simple “Coffee, black, to-go” next to someone who asks for an “Iced Soy Latte with a shot of sugar-free vanilla” and a thousand variations in between. What they can all agree on is that no matter what type of coffee they prefer, they want it to taste good.
But one of the strongest segments of the coffee drinking population likes more than just good taste: These consumers want products that have a positive impact on the world at large. That’s where Port City Java’s Fair Trade/Organic beans come in to save the day.
What is Fair Trade Coffee?
To earn the Fair Trade Standard, coffee farmers must earn certification by meeting set criteria. Those standards include things like providing safe working conditions, paying workers a minimum wage and employing environmentally-friendly farming practices. This ensures that farmers are caring for the environment and the people who work for them. In return, the farmers are guaranteed a minimum price for their beans, which protects farmers from sudden drops in coffee prices.
Why Would Fair Trade Coffee Matter to Franchisees?
A recent report from Fair Trade USA and the Natural Marketing Institute had some key findings about Fair Trade certification. The 2016 study found that:
- 65 percent of Millennials recognize the Fair Trade Certified label.
- 70 percent of Millennials are more likely to buy products from companies that support their favorite causes.
Additionally, the latest data from the National Coffee Association’s 2017 National Coffee Drinking Trends report found that “more people are drinking coffee, and younger consumers appear to be leading the charge.”
Together, these stats illustrate that the people who are purchasing the most coffee in today’s market are interested in ethical products, like Fair Trade coffee.
Part of our Company Culture
Port City Java has responded to these trends by incorporating Fair Trade/Organic coffee into the menu. In fact, Port City Java franchisees are proud to offer not one, not two, but three Fair Trade/Organic selections to our guests.
While meeting consumer demand for ethical products is part of the reason why Port City Java cafés offer Fair Trade coffee, our interest in ethical coffee practices also speaks to our corporate mission . Providing our guests with these options is part of our company commitment to excellence, community and respect. We expect excellence in every beverage poured. And since community is such an important part of our culture, our Fair Trade options remind us that those small farmers, no matter how far away, are part of the coffee community and deserve our respect.
When Your Cup of Coffee Means More
All of our Fair Trade coffees are organic as well. And Port City Java even has a separate roaster dedicated to those beans so our guests can be assured there is no cross-contamination. For the coffee drinker whose cup means more to them than just their delicious morning jolt, these options can help them view Port City Java as partner in the global coffee community.