Fairtrade certification
The initial idea of introducing the Fairtrade coffee certification was to abolish poverty among coffee farmers and their workers by supporting better working conditions and enabling growers to compete in the global market. For this reason, Fairtrade coffee started to be acquired directly from the farmers for a higher price than standard coffee. A minimum price for coffee is guaranteed and if the market prices outreach the minimum, growers receive a premium. In compliance with rising consumers´ demand for environmentally and social beneficial products the Fairtrade certification appears to be an evident indicator. Products marked with the label have to meet standards ensuring that strict social and environmental measures are taken.