[image from abc. For those new to the Ethiopia coffee trademark issue, start here]
True, Ethiopia’s efforts to trademark its coffee names, despite the roadblocks Starbucks has put up, isn’t getting much coverage anymore. A bit sad how important, ongoing issues often get put on the back burner in our public consciousness –
However, today I got some cool news: Dean Cycon (who I wrote about here) — of Dean’s Beans, a 100%, fair trade coffee company — emailed to let me know his company’s signed the Ethiopian trademark agreement.
While this might not be surprising to hear offhand, it is remarkable since Dean was one of the few fair trade folk who initially opposed this trademark deal — and even went on NPR to voice his stance.
What changed Dean’s mind? He writes:
In human language, I don’t want the farmers to get shafted because they are outlawyereed, outmoneyed and outmarketed by the big European and Ethiopian players at the table.
First things first, it seems. Anyway — Unlike Starbucks that first opposed trademarking and put out a whole buncha false information to mislead people — then claimed it no longer opposes trademarking (though it’s still not for it) and excused itself by saying it didn’t know what it was saying before — Dean just admits he’s doing a 180.
“So one of the joys of trying to live your values is that you can actually change your mind and not spend millions covering it up,” Dean says.
For those of you who are interested in the issue of Fair trade, there is a powerful documentary out called “Black Gold,” that documents the lives of Ethiopian coffee farmers and clearly demonstrates why all of us should be asking for Fair Trade coffee. The film was recently released in the theater but is now available to the public on DVD. You can read more about the documentary or pick up a copy of it here at http://newsreel.org/
Comment by Alicia — May 4, 2007 @ 9:33 am
I’ve written a whole series on Black Gold, so regular readers’re likely already familiar with the movie. Good to know that the DVD’s avaliable for purchase now though!
Comment by Siel — May 4, 2007 @ 3:47 pm
Just back from a meeting of the Ethiopian Trademark licensees group, and boy, was I on target by joining! The room was overflowing with Ethiopian exporters and government people and maybe two farmers. It is very clear that the Ethiopian government is looking for guidance and support in trying to make the initiative meaningful on the ground, the farmers need allies in that room, and (as anyone who knows me will attest) I was not shy about sharing ideas and concerns with the group in a nonconfrontational and inclusive way (well, maybe that part is new for me).
so i am really happy that I am on board. the farmers and the government were excited about our participation and very nuts and bolts contributions to the discussions. I now urge anyone with an interest in seeing the farmers get a better deal, join up! by the way, i had this same conversation with starbucks after I signed, as they were very curious why i did the 180. in all fairness, they were really receptive to what i had to say (don’t worry, i’m not getting soft headed along with soft hearted) and tah-dah! they signed a sort-of-agreement three days later. hey, it’s movement!
Comment by dean cycon — May 7, 2007 @ 11:30 am
oh, i forgot. I still owe you a drink, siel!
Comment by dean cycon — May 7, 2007 @ 11:31 am