[photo by Cybele of the Candy Blog]
Why’re the popular fair trade products the stuff that Steve of Just Things calls the “dessert economy”?
You know — The widely avaliable fair trade products are coffee and chocolate and sugar. And yes — we’re getting some fair trade fruits now — and I think fair trade soccer balls — but one does wonder — why coffee? why chocolate?
Cuz there’s no real nutritional need for coffee or chocolate — though perhaps some serious psychological ones for the caffeine addicted.
Of course, these’re small luxuries — affordable ones for most — at least for most people reading this blog. Still, chocolate isn’t, say, bread, or tofu, or even lettuce — the kind of stuff with real health value.
Neoliberals with a misguided axe to grind against fair trade may point to chocolate and coffee as proof that fair trade simply makes the rich(er) feel better about their bougie purchasing decisions. It’s not simple as that — The reality of what made coffee the first “big” fair trade product is of course much more complicated — involving everything from contemporary trade rules that favor big western corps to the increasing split between the rich and poor in the US to the big 4 coffee companies doing their part to create the coffee crisis to etc. etc.
Still, maybe it is good that — while we indulge in our holiday chocolate treats or our morning caffeine addictions — we think about how our indulgences affect the world around us. In fact, maybe its good that coffee and chocolate are pleasurable uppers that make us consider our daily habits.
Plus — It’s easier to get impressionable college-age kids hyped up about addictive uppers :) It’s where the west coast members of the United Students for Fair Trade got the idea for “Fair Trade Finals.” What better time to sell students on fair trade coffee and chocolate — by offering free fair trade coffee and chocolate — than when students’re feeling tired, overworked, and desperate for energy? :)
May 3rd, 2006 at 12:05 pm
Hey, Siel, good insights. I also have some thoughts on why coffee has taken off in a way that other fair-trade goods have not. And of course, my future efforts will be pointed at promoting the other things.
- Steve
May 6th, 2006 at 12:23 pm
Thanks for the link! I think the historical events that led to the coffee crisis itself played a big part — It became a crucial, timely, and wide-reaching labor/immigration issue –
May 8th, 2006 at 8:23 am
Hey Siel.
A few thoughts/questions to add:
-Do we in the fair trade movement acknowledge the extent to which fair trade coffee’s success has depended on the rise of specialty coffee market led by Starbucks? When folks only drank Maxwell House there was little money to go back to farmers and maintain coffee’s high margins. The de-commodification (and perhaps fetishization) of coffee in the form of coffee (and now specialty chocolate) has made it possible to give more money back to the producer.
-Similarly, coffee and chocolate have much higher margins than fresh fruit and so its less of a volume game. This allows smaller, mission driven businesses to operate.
-Coffee and Chocolate are less perishable and as such less challening logistically.
-The loci of coffee and chocolate consumption are far more de-centralized and less consolidated than fruit consumption. I.e. there are hundreds of small, hip indy cafes where people can buy their coffee. With fruit, most people buy it at supermarkets that are becoming increasingly consolidated.
-Coffee and chocolate are more conducive to branding and communicating values than fresh fruit.
I think that as the specialty chocolate movement gears up (as it seems to be doing) fair trade will ride it as it has coffee. I dont know why ft tea hasn’t done so well. Don’t know if there is likely to be a specialty sugar or fruit surge.
For me, the real question is whether fair trade can succeed in de-commodifying a product on its own, without the help of a Starbucks.
jba
May 8th, 2006 at 11:38 am
Wantd to remind you and all of your readers that Saturday May 13 is “World Fair Trade Day 2006″
A bit from the website -
http://fairtraderesource.org/wftd/index.html#redirect
This year’s theme directs consumers to support Fair Trade by working with Fair
Trade organizations; understanding the philosophy and economic model, as well as purchasing Fair Trade products. It’s a chance to celebrate our Fair Trade partners and demonstrate the empowering and transformative aspects of Fair Trade.
May 8th, 2006 at 2:01 pm
Thanks for the link, Jeff :)
Jordan — Interesting thoughts here — I wonder if the difficulties that fair trade tea’s having has something to do with the fact that plantations can be fair trade certified? I would guess it makes it tougher to put a v. tangible human face on the issue — Then again, most people don’t even know that tea plantations can be fair trade certified, so that seems sort of unlikely.
My other guess is that it has to do with caffeine levels and drinking habits — and here, we need a regular tea drinking expert to weigh in. Do tea drinkers consume tea like regular coffee drinkers consume coffee? I mean, many regular coffee drinkers have trouble starting the day without a cup. Is this as true for tea drinkers?
About coffee — Many coffee companies will give a nod to Starbucks for creating the specialty coffee market. One thing I wonder though — Why’s fair trade recognition more widespread in the UK, which I believe is still less saturated with Starbucks than is the US? Is it all Chris Martin?
I remember having a brief convo about the relatively recent history of coffee with Ric of Groundwork Coffee. His take was that back in the day before the big 4 basically took over, coffee was actually better tasting with more specialty markets. With the rise of P&G and Sara Lee and stuff, the stuff got grosser. Everyone got used to the yucky stuff, then Starbucks came onto the scene, (re)introducing the better coffee.
But this convo was a while ago, and the contents unverified, and I was sort of hung over at the time and just didn’t ask for more details. I need some kind of primer on the history of the economics and quality of coffee –
June 20th, 2006 at 2:01 pm
I think both Jordan and Ric fro Groundwork Coffee have it right. Those “big picture” factors really did play a big role in creating a window of opportunity for Fair Trade to take root, first in coffee and then in chocolate. But now that it has, I think Fair Trade will stand a better chance to succeed in other categories than if had it had to start from scratch.
As to why Fair Trade tea hasn’t taken off YET, I’m not sure. I do think it’s true that the (until now) dependence upon plantation-sourced tea has made for a weaker story, but at Equal Exchange we’re going to try to change that this summer with the introduction of two exclusively small farmer co-op teas (1 green & 1 rooibos), and one 75% small-farmer co-op Fair Trade tea. see: http://www.equalexchange.com/java-jive
In particular we’re astounded that large-scale white-owned rooibos plantations, whose market domination is a vestige of the Apartheid era, are currently allowed to sell into the Fair Trade rooibos market, in direct competition with struggling black african small-farmer co-ops. And that is even though the plantations already control 98% of the world’s rooibos market.
We are encouraging Fair Trade supporters to speak up and let TransFair and FLO how they feel about this.
September 12th, 2006 at 9:45 am
Fair Trade soccer balls? You bet. And volleyballs, footballs, rugby balls…
We just launched the first dedicated Fair Trade sports ball company in the US (aptly named Fair Trade Sports). Stop by for a visit and learn more about why we give away all our after-tax profits to children’s charities as well (ala the Newman’s Own brand). Hope to see you soon!
www.fairtradesports.com
September 13th, 2006 at 9:09 am
Hey Scott! I’ve been checking out your blog for a lil while now — inspiring and informative! Thanks for stopping by :)