share in the UK, and freeze-dried coffee giant, Kenco, now both sourcing 100 per cent of their beans from Rainforest Alliance certified farms. The seal has itself, on occasions, been branded as misleading due to its usage on products containing just 30 per cent certified beans. In response to such criticisms, Stuart Singleton-White, Senior Communications Manager at the RA, says that if a company uses the seal at the 30 per cent level, they do so under two conditions: 'First, they are required to be fully transparent and second, that they have made a commitment to move to 100 per cent within an agreed time period.' So what about the third of the three big coffee chains - Pret A Manger? According to Pret's David Brown, the company is doing their best to achieve its goals of sustainability and a fair price for the farmer, but adds that although they 'would ideally like to achieve all these goals from one certification, but it doesn't yet exist.' To date, the solution the franchise has come up with is to operate a three-way approach to certification, choosing coffee beans that are organic, Fairtrade and Rainforest Alliance certified. When asked what changes she would most like to see in the coffee industry in years to come, Cafedirect's Whitney Kakos replied that she would like the 'decision making process of business to match their rhetoric they use in the public eye.' In one sentence, she's nailed the main issue. As it stands, many of