CASE STUDY
Fairtrade
many consumers expect the companies they buy their latte from to uphold ethical practices. a us campaign in 2000 pressurised starbuck to serve fairtrade coffee.The public wanted to understand the coffee giant’s supply chain as there was concern for the livelihoods of coffee farmers, many of whom are indigenous people. fair-trade is an organisation that ensures coffee farmers receive a fair price for their crop, plus a premium which is invested in improving farming practices. coffee was one of the first products to carry the fair-trade mark.