Consumers are increasingly concerned about the safety of their food, as well as the environmental and
social implications of its production; they are beginning to truly grasp the meaning of “organic” and “fairtrade”
and demand such products from their retailers. As a result, the market share of environmentally and
socially certified coffee has grown considerable in recent years. According to the Tropical Commodity
Coalition (2009), ethically certified coffees accounted for 6 percent of worldwide coffee production in 2008,
compared with only one percent in 2002. In addition to the strong growth of fair-trade and organic coffees,
three relatively new certification labels – Utz Certified, Rainforest Alliance and C.A.F.E. – have seen a
dramatic increase in sales over the past few years. While growth of certified coffees has traditionally occurred in
specialized, small-scale trade channels48, certified coffee has now attracted the attention of large roasters and
retailers, and is rapidly entering the mainstream coffee market.