Bringing Fairtrade home
Fairtrade coffee makes its journey to Canada – right to your cup
Fairtrade is first and foremost a grassroots movement. In Canada, the organization has an active, motivated and passionate network of volunteers that are part of a variety of interconnected initiatives – Fair Trade Towns, Fair Trade Campus, Fair Trade Schools, Fair Trade Workplaces, are some of them. Among these, Fair Trade Towns is the largest program, he says. “We currently have 22 towns across Canada, including Toronto, which have changed their procurement policies; where the local administrations, mayors and municipal counsellors are big supporters of Fairtrade and we have a dedicated committee of volunteers that keep the project alive.” The more we understand the impacts the more conscientious we are about how we consume. And Canadians are driving demand: There are currently almost 7,000 products in Canada that are Fairtrade certified. And the power of the consumer is only growing. According to Fairtrade Canada, 84% of Canadians would switch brands for a brand that's affiliated with a good cause. And last year, Canadians generated enough sales to send $3 million in Fairtrade premium back to the producers. That demand has created a deluge of wide-ranging certified products on the market. “It’s an exciting time for ethical shoppers in Canada,” says Abad-Puelles. “And that’s incredibly important.”
Making a difference
While Canadians, with their buying power, can play a huge part in the process, they seldom see the impacts they’re having. And Abad-Puelles says they’re typically keen to share their experiences. “A huge difference in our lives is that now our children can actually go to school,” says Anselmo Huaman Moreto, founding member of CENFROCAFE farming co-operative in Peru. “Our coffee is also being recognized in the market for the quality we produce. And our members can be proud again to be farmers.” In many cases it’s not only a reaffirmation of pride, but also about bolstering sustainability for smaller farms. “I’ve been five years under the Fairtrade certification and selling my coffee in the organization,” says Miguel Lopez Velasco from YaxCoffee in Mexico. “As a small producer I could see a change in my activity the economic development of my family. Right now the benefits I receive are having a better price for my coffee, but also I’m receiving training in the improvement of the quality of my coffee. Now I take care of the nature, the trees and the water – all this thanks to the support of Fairtrade.” Back in Canada, Eric Shabsove, president of Mountain View Coffee, importer and roaster of coffees from around the world, and curator for Toronto Star’s Masthead Coffee Club, is keen to trumpet his company’s Fairtrade commitment. “We are one of the founding members of Fairtrade Canada,” says Shabsove. “Fairtrade guarantees the farmers and their families a fair market price for the coffees they produce, ensuring a proper living wage for their harvest. It's great supporting the farmers with every sip you take.”