In support of the fourth annual Fair Trade month in the US, Starbucks will feature a 100% Fair Trade Certified Café Estima Blend as the “Coffee of the Week” in participating stores in the United States and Canada for three weeks in October 2007.
Fair Trade month is sponsored by TransFair USA and Starbucks, claiming to be one of the largest purchasers of Fair Trade Certified coffee in the world, are keen to help build awareness of TransFair USA’s work. Café Estima is a unique blend of Latin American and African coffees with a smooth texture and a complex flavor profile.
In 2006, Starbucks purchased some 18 million pounds of Fair Trade Certified coffee, a 50 percent increase over the 11.5 million pounds we purchased in 2005. This represents 14 percent of global Fair Trade Certified coffee imports, and about 30 percent of Fair Trade Certified coffee imported into the United States.
We are extremely pleased to promote Fair Trade Certified coffees,” said Dub Hay, Starbucks senior vice president, Coffee and Global Procurement. “We share many common goals with TransFair USA, including our mutual commitment to helping ensure coffee farmers are treated fairly, and to providing a platform for them to invest for their future.
We are pleased that Starbucks is taking a leadership role during Fair Trade Month by featuring their Fair Trade Certified Café Estima Blend™ as ‘Coffee of the Week’ for a majority of the month,” said Paul Rice, the founding President & CEO of TransFair USA. “Starbucks commitment to fair trade shows that you can give consumers a great product while still paying farmers a fair wage and taking care of the environment. By featuring Fair Trade Certified coffee for the majority of October, Starbucks is helping customers make a tremendous difference in the lives of thousands of family farmers.
Starbucks buys Fair Trade Certified coffee in part because it benefits small-scale coffee farmers organized into cooperatives. Starbucks is increasing the use and visibility of Fair Trade Certified coffee throughout their business by:
- Working actively with TransFair USA to promote Fair Trade Certified coffee
- Highlighting our 100% Fair Trade Certified Café Estima Blend, as “Coffee of the Week” periodically throughout the year
- Selling whole bean and ground 100% Fair Trade Certified Cafe Estima Blend coffee by the bag
- Making additional Fair Trade Certified coffee options available at college and university campus stores
- Selling Fair Trade Certified coffee under the Kirkland Signature brand in Costco stores in the U.S. and Canada
- Utilizing it in a variety of coffee blends. (These blends, however, are not marketed or sold as Fair Trade Certified because Fair Trade beans do not comprise 100 percent of the product.)
“Offering premium quality Fair Trade Certified coffee allows Starbucks to help give our customers the opportunity to not only experience wonderful coffees, but to support coffee farming communities,” said Hay.