It is the second most valuable, globally-traded commodity behind petroleum and it employs over 20 million farmers and workers in over 50 countries. Especially after pulling an all-night study session with good ol' Joe by your side, it seems there is nothing that coffee can't do. Advocates of fair trade coffee certainly seem to think so.
Buyers instead do their business directly with the small farmers' cooperatives.
Purchasers of fair trade coffee have to fulfill several criteria, such as direct trade with the farmers, a long-term commitment of between one and 10 years, as well as support for initiatives concerning democratic management of the cooperatives, education and the environment. Perhaps most importantly, the buyer is responsible for providing credit to the farmers at the beginning of the growing season, up to 60 percent of the value of the contracted crop. This job was previously filled by the middlemen. In fact, according to Transfair Canada, the organization responsible for the labeling of fair trade coffee, though 30 percent of consumers say they are willing to pay extra for justice, only 5 percent actually do so. This seems to be the general attitude on campus as well.