Certification scheme such as Fairtrade and Rainforest
Alliance are increasingly popular. But what do such schemes mean
and can consumers trust them?
A case study in coffee
In 2006 we produced an award-winning film to accompany our
research in to the impact of sustainable certification intiatives
in the coffee sector. Just Coffee is a great introduction
to understanding fair trade and the impact it can have on the
social and environmental conditions in producer countries.
' Just Coffee
is an outstanding and unique contribution to
the communication of sustainable development and human
rights.' BBC World Service One World
Awards, 2006
Just Coffee examines the different types of certified
coffees on the market and assesses the benefits for coffee
producers and consumers.
Consumers influence standards
There is a realisation among coffee drinkers that they have the
potential to influence the social and environmental standards in
coffee producing nations.This is a real and meaningful choice;
empowering the consumer and providing the producer with a means to
sustainability.
Controversy
Certified coffee programmes are now active in over 30 producer
nations, selling in over 20 consumer countries.
However, this growing range of consumer choice is now causing
its own problems. Some argue that too many labels will dilute the
value of certification and leave consumers confused about what is
on offer. Without adequate consumer information about what
certification actually means, the sector is at risk of becoming a
victim of its own success.
Four big labels
Just Coffee takes a look at four of the biggest
certification labels on the market: Utz Kapeh, Rainforest Alliance,
Organic and Fair Trade. It examines what they offer the consumer
and how they benefit the producer.
The film talks to large-scale coffee plantations and small-scale
cooperatives in Brazil about the differences certification has made
to their community and their local environment. It also speaks to
coffee roasters, trade officials, labelling organisations and
retailers in Europe about what they are doing to develop the
certified coffee market.