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appendix 7: partners’ blend Nestlé uk to launch fairtrade coffee October 7, 2005 Nestlé UK is to launch a Fairtrade certified coffee in a new sustainability initiative for smallholder coffee farmers. Nescafé Partners’ Blend is a high quality, soluble, freeze-dried instant coffee and will be on sale in the UK from the middle of October. Alastair Sykes, CEO of Nestlé UK and Ireland said: “Nestlé’s long term commitment is to develop sustainable agricultural practices in order to help alleviate hardship and poverty among small coffee farmers. “Increasingly our consumers expect us to bring this commitment to social responsibility alive in our brands and show them how farmers can be helped to have a better life. This means that we need to ensure that farmers in the developing world not only receive a fair price for their coffee, but that their sources of income are developed to support their families into the future in a manner that respects their lands and communities. These are issues that concern the consumer and which have led to increasing demand for Fairtrade products. We are therefore delighted to offer consumers a product carrying the approved Fairtrade mark.” Nescafé Partners’ Blend is a high quality coffee made from 100 per cent Arabica beans from two of the world’s renowned coffee bean growing countries, El Salvador and Ethiopia. Nestlé research indicates that the product will appeal to a new consumer group that, while not currently regular purchases of Fairtrade coffee, are predisposed to fair trade and/or sustainable products. Harriet Lamb, executive director of the Fairtrade Foundation, said “This is a turning point for Fairtrade in the UK – the first time that one of the four major coffee roasters has taken its first step in response to rapidly growing consumer demand for products independently certified by the Fairtrade Mark. Our label is increasingly trusted by the public as the only independent guarantee that disadvantaged producers in developing countries have received a better deal. We expect the addition of Nescafé Partners’ Blend to bring a new wave of coffee drinkers to Fairtrade, bringing more opportunities to more farmers in more countries.” Nestlé is the world’s largest direct buyer of coffee and has been directly collaborating with coffee farmers for over 30 years – since the first Nestlé coffee agronomist was hired to work in the field. In 2002 the company co-founded the Sustainable Agriculture Initiative and has been working closely with farmers to encourage and implement sustainable approaches to coffee growing. Over the years this work has evolved into a sustainable approach concentrating on three important areas – economic, social and environmental. Nestlé is now applying its learnings over the past 30 years in each of these three areas to help individual communities. Its farmer suppliers for Partners’ Blend are all smallholders from El Salvador and Ethiopia who have been adversely affected by the regular fluctuations in coffee prices. In El Salvador Nestlé is working with over 200 smallholders in four Fairtrade certified cooperatives to fortify their business and management skills and promote sustainable practices. In Ethiopia the company has now established a trading relationship with the Oromia Cooperative Union – a longstanding and highly respected Fairtrade producer organisation. It is also working on sustainability with farmers in the Hama area of Yirgacheffe and is exploring with the Fairtrade Foundation how these farmers might also achieve Fairtrade certification so that their beans can also be included in Nescafé Partners’ Blend in the future. The product is sourced according to internationally agreed criteria established by the Fairtrade Labelling Organisations International and the product has been approved to carrying the Fairtrade Mark which provides an independent assurance to consumers. This means the coffee comes from producer organisations that have been certified to Fairtrade social, economic and environmental standards and that the traders involved in the supply chain have been registered with Fairtrade and agree to abide by its trading standards. Fiona Kendrick, MD of Nestlé’s beverage division commented: “Nestlé recognises that Fairtrade has a useful role to play in helping smallholder producers cope in today’s global economy. By 62
joining forces we believe that we will help make a sustainable difference to our partner farmers. “The model we developed is based on working with some of the smallest farmers to ensure they improve their incomes through having sustainable businesses. However we recognise that stability of income is needed to help them address immediate issues as well as plan for the future.” Nescafé Partners’ Blend will retail at approximately £2.69 per 100g and will be available at all major retailers. It will also be available in out-of-home channels including the education, government and leisure sectors. source: www.nestle.co.uk Fair Trade: Nestlé still have a long way to go 7 October 2005 Oxfam welcomes, as a small first step, Nestlé UK’s announcement that it will launch its first Fairtrade certified product into the UK market. We are pleased to see Nestlé responding to pressure from campaigners. However, Nestlé - and the other major roasters - still have a long way to go to address the coffee crisis. Twenty five million coffee growing families face destitution as a result of low or unstable prices. This launch could lead to significant changes in the future but it is disappointing that it is limited to the UK and that initial sales will only represent a tiny percentage of total global volume. Furthermore, Fairtrade is just one element of a wide-ranging strategy proposed by Oxfam to address the crisis for small-scale coffee producers. We are also calling on Nestlé and others to agree broader changes in their sourcing policy and purchasing practices for the benefit of smallscale producers. Fundamental reform of the coffee market led by decisive action by all the major roasters is urgently needed. Oxfam will continue to watch Nestlé and judge its commitment to Fairtrade, by its transparency on volume and sourcing, and its movement towards the Fairtrade buying targets set by Oxfam. We will also continue to monitor Nestlé’s wider engagement and response to the other elements of our Coffee Rescue Plan. source: www.maketradefair.org.uk 63
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credits devised, written and design
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“ A company that adopts and imple
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the instructions What you need - ge
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glossary bluewash The ploy used by
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coffee file Coffee: adaptation of A
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8 the story of coffee D the coffee
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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 30 and 31: ◆ Although in The coffee cycle Ne
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: Consumer governments 1 Provide poli
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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