Cost of coffee.indd - RISC

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◆ 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. 26 Detail from cover of The Coffee Cycle
actionpage: a fair price? s Fill in this questionnaire to help you analyse the public relations impact of the booklet The Coffee Cycle. Some questions may not be relevant to your page. You may need to use another sheet. ◆ How would you describe Nestlé’s reputation and public image. ◆ What is the immediate message you get from the booklet before you open it? ◆ Who is the audience (eg general public, young people)? s Glue your photocopies onto a sheet of flip chart paper and analyse the text. ◆ Highlight key points made in the text. ◆ How does Nestlé ensure that “the people who grow and produce coffee in the Developing World… receive a fair price for their produce”. s Highlight claims that you would question or like to know more about – write your points in the margin of the flipchart paper. 27
Page 2 and 3: credits devised, written and design
Page 4 and 5: “ A company that adopts and imple
Page 6 and 7: the instructions What you need - ge
Page 8 and 9: glossary bluewash The ploy used by
Page 10 and 11: coffee file Coffee: adaptation of A
Page 12 and 13: 8 the story of coffee D the coffee
Page 14 and 15: wet method D requires the use of re
Page 16 and 17: 200 Robusta coffee market 1986-2005
Page 18 and 19: drinker roasted, ground, instant CO
Page 20 and 21: 16 key ideas ◆ ◆ ◆ ◆ ◆
Page 22 and 23: Profit margins are high - Nestlé h
Page 24 and 25: key ideas ◆ ◆ ◆ ◆ In respon
Page 26 and 27: • because of past price fluctuati
Page 28 and 29: aim a fair price? ◆ To analyse th
Page 32 and 33: s Analyse the photos used and the o
Page 34 and 35: ◆ ◆ Real costs A supply and dem
Page 36 and 37: aim how fair’s fair? ◆ To explo
Page 38 and 39: actionpage: how fair’s fair? s Re
Page 40 and 41: 1990 european fair trade associatio
Page 42 and 43: Actionpage: Pros & cons 38 PROS Gua
Page 44 and 45: aim fair marketing ◆ To analyse t
Page 46: Actionpage: Logo ® 42
Page 49 and 50: actionpage: press release Statement
Page 51 and 52: appendix 1: the coffee crisis The I
Page 53 and 54: demand sides in which the coffee cr
Page 55 and 56: demonstrating that traditional shad
Page 57 and 58: appendix 4: co-op’s fairtrade cof
Page 59 and 60: appendix 5: mugged introduction The
Page 61 and 62: women earn less, work longer, have
Page 63 and 64: appendix 6: rescue plan A Coffee Re
Page 65 and 66: Consumer governments 1 Provide poli
Page 67 and 68: joining forces we believe that we w
Page 69 and 70: of shortfalls that occur (see Nestl
Page 71 and 72: appendix 8: robbing coffee’s crad
Page 73 and 74: appendix 9: behind the mask the rea
Page 75 and 76: • change the law to enable people
Page 77 and 78: Fair Trade in Action - KS 3-4 Fairt
Page 79 and 80: ackground reading* Behind the mask:
Page 81 and 82:
useful contacts Anti-Slavery Intern
Page 83 and 84:
International Coffee Organisation w
Page 85 and 86:
isc Reading International Solidarit
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