Whole Foods, in recent announcements about its “Whole Trade” initiative, says it’ll let Rainforest Alliance and the fair trade certification label (overseen by TransFair USA) “compete” for Whole Foods’ third party certification business. While I’m glad to see Whole Foods giving fair trade a nod, I’m more than a little puzzled by the fact that fair trade certification’s being equated with Rainforest Alliance certification.
My main beef with Rainforest Alliance has v. little to do with the rainforest. Instead, it has to do with the fact that the Rainforest Alliance certification’s often interpreted by consumers as another “good” label that’s equivalent to — and as effective as — fair trade certification.
Rainforest Alliance’s criteria regarding labor isn’t worth much. The labor standards only uphold the minimum wage in that individual country, which can be really quite low — less than $2 a day — depending on the country.
On an environmental level, RFA doesn’t require organic certification. Neither does fair trade certification, but fair trade at least offers a pretty significant premium for organic coffee. RFA offers no premium.
Furthermore, RFA only requires licensing fees from producers (ie the coffee growers), not big US companies. You can imagine, then, why RFA has been so successful in attracting big industry, including paramilitary-supporting corps like Chiquita.
Combine that with the fact that a package of coffee need only include 30% RFA certified beans to carry the RFA seal. That means that there’s no guarantee — for either environment or labor practices — for 70% of the coffee in a package carrying the RFA seal. That really is deceiving the consumer.
Yet with the glut of third party certifications out there, many would-be-good customers can’t tell the diff, and think of fair trade and RFA certification as interchangeable. Whole Food’s new initiative only works to further blur the two certification initiatives.
My friend Jordan pointed out that RFA, with its low standards, has many corporations but no grassroots activists behind it. It’s not every certification program that has activists concerned enough to get passionate.
As for Whole Foods: It’d be one thing if RFA and TransFair USA (which oversees the fair trade certification label in the US) were certifying the same criteria. But at the moment, considering how much easier it is for corps to get RFA’s nod of approval, I’m afraid the more serious fair trade label will get “competed” out of Whole Foods.
After all, Whole Foods hasn’t exactly been amenable to fair trade certification in the past….
Fair trade activists, in the coming months and years, will need to hold both TransFair USA and Whole Foods to task in living up to their PR promises. The initiative’s still brand new at the moment — We’ll see how it plays out.
Thus far, Whole Foods has been just talk. They will sell ANYTHING in their store. It’s all lipservice to them. You can’t even get a cup of organic coffee in their cafe. Their own branding tells you nothing about the quality or the source of their products. Their salad bar is NOT organic and is brought in by a third party. The company banks on the fact that most consumers are ignorant about what constitutes healthful food. Plus, they just gobbled up Wild Oats. I don’t see the difference between Whole Foods and any other big corporation that is more money-driven than scruples-driven. People need to wake up to what this company practices before we have no more choices.
Comment by vic — April 8, 2007 @ 8:46 am
I am also disillusioned with Rainforest Alliance, and have been trying to get them to respond to some pointed questions regarding their meager 30% for labeling requirement and so forth, but have been put off for months. Interesting that you note no grassroots activists support RA…I’ve not heard about that.
As for Whole Foods, their wholly-owned subsidiary Allegro Coffee does carry some really worthwhile sustainable coffees, some of which I’ve reviewed.
Comment by Bird Barista — April 8, 2007 @ 6:22 pm
The Rainforest Alliance and Fair Trade are different certification programs, focusing on different things. Rainforest Alliance Certification is focused on the way farms are managed. Fair trade certification focuses on the way goods are traded.
The Rainforest Alliance therefore does not guarantee a minimum price. It does, however, ensure that farmers are earning at least the minimum wage for their country. Minimum wage in many countries is often token, and not enforced. Rainforest Alliance certification ensures that local laws are enforced on farms. There are many other tangible benefits to farm workers, including access to health care and education, occupational health and safety, the right to organize, dignified housing, and potable water. No other certification scheme requires this to become certified.
Meeting these requirements has actually resulted in premiums for farms selling Rainforest Alliance Certified coffee. Studies by Ethical Corporation in Costa Rica in 2007 have shown that on average, farms earn $1.20/pound for Rainforest Alliance Certified, whereas the Fair Trade guarantees $1.21. Farmers in Colombia report that they are earning more for Rainforest Alliance Certified than for either organic or Fair Trade. One reason for this premium is the higher quality of Rainforest Alliance Certified coffee, due to the shade requirement, which neither organic nor Fair Trade mandates for certification. Rainforest Alliance Certified coffees regularly place first in coffee quality competitions. Furthermore, Rainforest Alliance environmental standards go beyond organic – in addition to soil protection, they require trash to be removed from rivers, trees to be replanted and wildlife habitat to be protected.
The Rainforest Alliance enjoys a strong activist base. Indeed, the Rainforest Alliance Certified standard was developed entirely at the grassroots level by members of the Sustainable Agriculture Network, a coalition of Latin American conservation groups.
The Rainforest Alliance does not require companies to pay a licensing fee to use our seal on certified products. But to say it is inexpensive for big corporations is misleading. Chiquita invested $20 million dollars in cleaning up its company-owned farms to become certified.
The Rainforest Alliance allows products with a minimum of 30% certified content to use the seal (with qualifying language denoting percentage) on products. You may ask, is this enough? Given the number of pounds of Rainforest Alliance certified coffee Kraft is purchasing, 30% makes a huge difference to biodiversity and lives of farmers. This commitment alone is improving the lives of over 100,000 farmer workers and their families. Since Kraft started buying coffee from Rainforest Alliance Certified farms in 2003 (when they purchased 4.1 million pounds), they have scaled up and on average doubled their commitment each year, buying 29 million pounds last year. We are proud to have changed the way a large and influential coffee company does business! We are thrilled that large companies are providing market outlets for these products, rewarding farmers for the commitment they have made to sustainability.
All the best,
Jennifer
Rainforest Alliance
Comment by Jennifer V. — May 3, 2007 @ 9:30 am
Hi Jennifer — I responded to your other comment in the same vein here.
To add to that: I guess I believe your comment that “30% makes a huge difference to biodiversity and lives of farmers” ignores the fact that RFA certification at the moment willingly allows for continued ecological destruction and worker abuse on the other 70%. One could say that RFA even works to stymie change in this other 70%, as there’s no incentive for these big companies to make changes after the 30% mark.
Your assertion that it was expensive for Chiquita to spend $20 million for RFA certification makes me giggle. I mean, the company’s plea bargaining to get off with a $25-million fine for its involvement with paramilitary troops. Is RFA actually proud to have helped halo this violent company’s image for a mere $20 mil?
Comment by Siel — June 2, 2007 @ 11:45 am
Obviously a Rainforest Alliance certification doesn’t mean the workers are going to necessarily get a good deal. It means the rainforest does. If you want both get a product with both on it.
Comment by Sharlot — March 26, 2010 @ 10:01 am
This isn’t actually so obvious, especially because Rainforest Alliance itself says that its certification means workers get a good deal. Check out their main certification page.
Comment by Siel — April 14, 2010 @ 2:58 pm