use a market-based approach that empowers...If you are trying to build an "ethical consumer" market, it's not surprising that you end up with one. I'm never sure how much "third-wayism' is naivety or simply marketeering anyway, I guess. Even in the best case scenario, where "Fair Trade" forms a genuine cartel (instead of a niche-market marketing group), you'd have a situation where the power of the cartel dwarfs the power of individual members (small farms). Self-interest is king, when the system is built around self-interest i.e. "the market."
They've long complained that really good coffee commands a price well in excess of what Fair Trade Certified stuff fetches, and that the way to improve conditions for coffee growers is to help them to improve the quality of what they're producing, not by imposing an artificial subsidy paid only by liberals.Does that assume that most consumers are willing to pay a premium for delicious coffee, though? I don't think they are. I don't think the percentage of consumers who value high-quality coffee is much higher than the percentage who are willing to pay a premium for fair trade.
Shipping unroasted green beans to Europe causes them to deteriorate, so not only is Café Britt doing far more to promote economic development than Fairtrade rivals, it is also creating better tasting coffee.That goes against everything I've heard about coffee. If you believe wikipedia:
As green coffee is more stable than roasted, the roasting process tends to take place close to where it will be consumed. This reduces the time that roasted coffee spends in distribution, giving the consumer a longer shelf life.
The rule of thumb for coffee freshness is that green (unroasted) coffee beans will keep for two years, roasted beans for two weeks, and ground coffee for two hours. Home roasting has the advantage of being able to roast smaller volumes of coffee to match consumption so that the roasted coffee is used before it goes stale. Depending on the origin and method of storage, coffee flavor peaks from 24 hours to 7 days after roasting.[3]Also this:
Freshly roasted coffee is at its best about a day out of the roaster. If it is kept in an airtight container as whole, unground beans, it can remain splendid if ground and brewed in a week to ten days. But by three weeks out of the roaster, if not frozen or preserved in special packaging, even whole bean coffee is well on its way to listless mediocrity.Growers probably can benefit economically from roasting coffee, but it wouldn't create "better tasting coffee."
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posted by Blazecock Pileon at 5:06 AM on August 7, 2011 [6 favorites]