Fairtrade coffee

Developments in recent years have shown this: It is not only important to your guests which products they consume, but also where they come from. The topic of sustainability is becoming increasingly important in today's society. People are interested in the conditions under which a coffee, cocoa or tea is traded before it reaches their cup.

And that is exactly what Fairtrade is all about: the certainty that people are not being exploited or nature is not being exploited in the countries of origin. On the contrary, there are fair conditions for everyone involved. The non-profit organization Fairtrade has defined what this means in detail.

Not only the people in the countries of origin benefit from the fair conditions, but also the consumers here in Germany. When selling and serving Fairtrade hot drinks, you offer your guests not only a clear conscience but also a product that has been produced in accordance with high social, ecological and economic standards.

When you think of Fairtrade, the distinctive blue and green seal inevitably comes to mind. Fairtrade has been around since the 1990s, and the seal in its current form since 2003. It immediately catches the eye and creates trust.

But it's not just a logo - it's an officially awarded social and environmental seal: Fairtrade can only be used if it's Fairtrade. And if you take a closer look, you will see that there are a few small but subtle differences between the seals.

The aim of Fairtrade is, on the one hand, to strengthen local smallholder farms in the global South and, on the other, to give consumers the assurance that they are buying a fairly traded product. In order to guarantee this, Fairtrade is involved in all stages of the supply chain.

The Fairtrade standards developed by the producer networks, the national Fairtrade organizations and the umbrella organization Fairtrade International form the basis for the certification of a product. Compliance with the ecological, social and economic standards is regularly monitored by the independent certification company FLOCERT. FLOCERT also monitors the further progress of Fairtrade raw materials and carries out inspections of importers and manufacturers according to standardized procedures.

If all Fairtrade standards are met throughout the entire supply chain, the national Fairtrade organizations award the seals, which then become a well-known indicator of fairly traded products in the retail and food service sectors. Consumers can therefore consciously choose Fairtrade products - and use the Fairtrade Code to trace the origin of the raw material in a targeted and transparent manner.

In addition to fair working and living conditions and a stable minimum price for their raw materials, the producers in the cooperatives benefit from the Fairtrade premiums. Each cooperative votes democratically on how these funds are best used locally: whether for educational projects for children and young people, for technology and infrastructure or for the procurement of everyday goods. With the help of Fairtrade, many local farmers have been able to ensure that they and their families have a better life and a more secure future.

People who opt for a Fairtrade-certified hot drink do so consciously. They do so in the knowledge that the high standards, the higher income in the country of production and the premium payouts naturally also have an impact on production costs - and therefore also on the sales price. If you also explain the added value of Fairtrade-certified products - for example by displaying information material - the slightly higher price in comparison will largely be met with acceptance.

It therefore makes sense for your catering business to have a Fairtrade alternative in its hot drinks range. You are sure to find the right Fairtrade product for your requirements in our range: be it Fairtrade tea from EILLES TEE, fairly traded cocoa products from COCAYA or, of course, our Fairtrade flagship Café Intención - the choice is yours.

Speaking of strong brands: If you decide to purchase one or more hot beverage brands from us, you have the opportunity to take advantage of our local branding offer: Communicate your hot beverage offer prominently to walk-in customers - and ensure maximum attention with customer stoppers, beach flags or posters.

Further local branding advertising media:

• Drinks menus
• Menu boards
• place cards
• Chalkboards
• bonus cards
• and much more.
  

Almost all local branding advertising materials that you would like to use for your business can be individually adapted to your wishes and needs. So it would only be logical and consistent to make your Fairtrade offer visible in a striking way and signal to the people out there: "Here you can do good while drinking something good."

The importance of Fairtrade in gastronomy should not be underestimated. It is not simply a passing trend, but rather a sustainable way of using resources and looking at the world. The conscious choice of fairtrade products goes beyond taste and supports fair working conditions, environmental sustainability and a decent existence for farmers worldwide. At a time when consumers are placing increasing emphasis on ethical consumer behavior, the food service industry is becoming a key player. Every guest and every cup of coffee offers the chance to actively contribute to the creation of a fairer and more sustainable world - a culinary experience with far-reaching positive effects.

Still not convinced? Here are a few more facts and figures that might get you excited about our Fairtrade products:

• 92% of consumers* in Germany are aware of the Fairtrade seal*.
• More than 93% of all buyers of Fairtrade products trust the seal*.
• 165,000 followers, fans & subscribers support Fairtrade Germany on social media.
• 3 out of 4 people pay more for products that are produced and traded fairly.
• 60% of 15-23 year olds are prepared to spend more on sustainable products.
• Stable market share of 5% shows: Fairtrade coffee is still in demand despite the difficult coronavirus years.
• J.J. Darboven is a true Fairtrade pioneer: in 1993, we brought the first certified Fairtrade (then: TransFair) coffee to supermarkets.

*Source: GlobeScan Study 2023