Building the Market 
 
for Fair Trade

We set and track our sustainable coffee goals in terms of how much Fair Trade Certified™ coffee we sell.

Consumers are clearly searching for ways to bring their values into their purchasing decisions and they are responding to the opportunity presented by Fair Trade Certified™ and organic coffees:

• Nearly nine in ten American consumers believe that companies that deal with poor countries should: 1) pay workers fairly (89%); 2) ensure safe working conditions
  (87%); 3) minimize environmental damage (86%).
• Among American consumers just over half believe that the best way to verify a product’s social or environmental claims is by an independent third party organization.
• Among American consumers who are familiar with the Fair Trade brand, 87% trust the brand. (Source: TransFair USA/Globescan research, 2009)

Moreover, Fair Trade is the leading coffee certification program (excluding organic) in terms of overall awareness, with 28% of respondents recognizing the certification. While growth in overall awareness of Fair Trade may have slowed somewhat in 2008, Fair Trade has been the most effective certification program at translating awareness into purchase — 67% of those aware of Fair Trade purchase Fair Trade because of what Fair Trade means.
(2009 National Coffee Drinking Trends, National Coffee Association, pg. 45)