In The United States way is made the so called ' just coffee '
El País - Financial Times Service
For Edward Alden When the Americans are going to take his(its) coffee of the morning they will be able to calm his(its) social conscience together with his(its) thirst. Starbucks, which possesses the major(bigger) chain of cafeterias of The United States, began to sell coffee that it(he,she) guarantees not to have be cultivated by farmers exploited of the poor countries that produce most of the grain of the world. This coffee, with the certification of Trade Just and described like ' balanced light - average mixture(mixing) with acidity and additional body ' it(he,she) will will to sell at 11,45 dollars for pound. Such a price is approximately 1,50 dollars top to that of the coffee of chain, but several dollars less than his(its,her) more exotic varieties. The new mixture(mixing) of conscience and capitalism is the result of the hard lobbying TransFair USA, group without ends(purposes) of profit that offers certification independent from which the farmers receive one pays decently for his(its,her) products. Paul Rice, the executive director of TransFair, says that the agreement with Starbucks guarantees that the farmers of Latin America who sell(bandage) coffee with the certification Just Trade get at least 1,26 dollars for pound in contracts in the long term. " This number is compared with the last prices of market of scarcely 78 cents by pound, of which the farmers normally receive only 20 or 30 cents then that the intermediaries discount his(its) part(report) ", he(she) adds It(he,she,I) Curls(curl). TransFair hopes that the North American consumers, who are considered like openly indifferent in front of anything but the price, show themselves a bit readier to know that a most of his(its) money is coming to the pockets of the poor farmers. " The just trade is an alternate paradigm to the charity ", he(she) says It(he,she,I) Curls(curl), " what we support(supported) is that is paid an acceptable price for an excellent product and to help the farmers to go out of the poverty ", it(he,she) affirms. The agreement with Starbucks represents the first time that the movement in favor of the just trade has tackled a serious campaign on the market of massive consumption of The United States. Up to the moment, the etiquette of Just Trade was limiting itself to some few shops of crafts and coffees that are bandaged(sold) in food expenditure of California. On the other hand, the European consumers already can acquire the whole scale of nourishing products that exhibit etiquettes of Just Trade, between(among) those who figure the coffee, the tea, the chocolate*, the honey and, more recently, the bananas.
Only the European sales of coffee with the certification Just Trade reached 300 million dollars last year and represented seven per cent of the market of coffee of the United Kingdom.
STARBUCKS'S COFFEE IS MORE EXPENSIVE SINCE IT IS NOT CULTIVATED BY EXPLOITED PEASANTS
* = In Guainía there are big extensions dedicated to the cocoa and the multinational companies of sweets have proved to be prepared to stimulate his(its) culture(culturing) as alternative to the coca.