Cost of coffee.indd - RISC

◆ Although in The coffee cycle Nestlé denies that its purchasing is in any way unfair, in
October 2005 it launched Partners’ Blend, an instant coffee accredited by the Fairtrade
Foundation. The accompanying press release provides an interesting contrast to the
booklet: “Nestlé recognises that Fairtrade has a useful role to play in helping smallholder
producers cope in today’s global economy”.
◆ Nestlé has also been the subject of a high profile international boycott because of its
violations of the International Code of Marketing of Breast-milk Substitutes. It has
responded with a well-orchestrated PR offensive – ‘evidence’ that it complies with the
Code, support for ‘good causes’, promotion of its ‘sustainable development’ credentials etc.
◆ Although Nestlé retains a high brand value – Nescafé is 24th on Interbrand’s The World’s
Most Valuable Brands, 2005 – it was refused membership of the Ethical Trading Initiative
and is not included in the FTSE4Good Europe Index of socially responsible investments
(www.ethicaltrade.org and www.ftse4good.com/ftse4good/index.jsp).
follow-up
◆ Play the Coffee Chain Game, a role play which asks participants to negotiate the share of
income from the sale of coffee – available from admin@risc.org.uk, £4.50+p&p.
◆ Watch the video For a few pesos more, a lively animated rap on the problems faced by
small farmers. Comes with teachers’ notes – available from www.bafts.org.uk.
◆ Investigate the impact of the international coffee market on the lives of small farmers across
the developing world – download documents from www.risc.org.uk/readingroom/coffee.
html and explore websites from Weblinks, p78.
◆ Download PR in the community from www.risc.org.uk/readingroom/coffee.html. This
activity analyses two Nestlé in the community brochures, one of which publicises the
company’s involvement in “the life of the whole community” in the UK, the other on its
charitable activities around the world.
◆ Analyse Doing Better by the Environment, Nestlé’s entry in The Times 100, a website for
Business Studies teachers and students which showcases “companies’ responses towards
environmental concerns and ethics” (www.risc.org.uk/readingroom/coffee.html ).
◆ Seeing through the spin has further information about PR – Appendix 1: PR for beginners
examines PR in greater detail; Appendix 9: Co-op fairtrade, Appendix 10: Fair & ethical
trade and Appendix 11: Triple bottom line tackle issues of ethical sourcing and corporate
responsibility; Appendix 13: Greenwash guide and Appendix 14: Bluewash take a more
sceptical view of claims of corporate citizenship.
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Detail from cover of The Coffee Cycle