In contrast, ethical trade actively promotes an increase in quality as a means to receiving higher prices. By committing to pay a significant margin above the fair trade price and linking it to quality, we reward farmers for a premium product. This, in turn, gives them the means to invest in their farms, resulting in further increases in quality. It’s a process of the continual improvement.
This stretches far beyond just the farmer growing the coffee. It runs through the entire production chain, as well as the wider coffee-growing community. We will only ever work with partners and importers who share our values. This means ensuring that the improvements are both sustainable and that the benefits are shared throughout the community.