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New Research Compares Major Businesses in Fair Trade Coffee

Academics Daniel Jaffee and Philip Howard recently published insightful graphics and data to illustrate updated data on some top businesses by the amount of Fair Trade coffee purchased, and by the % of Fair Trade Coffee purchased. Some key points include:

  • Out of the top 10 world coffee roasters, 4 purchased some Fair Trade in 2008: Starbucks (19.9 M lbs.), Tchibo (12.1 M lbs.), Nestle (4.4 M lbs.) and J.M. Smucker (3.3 M lbs.). Fair Trade made up 0.003% to 5% of each of those companies coffee purchases.
  • Among U.S. coffee roasters involved in Fair Trade, the percentage of their coffee purchases in 2010 made as Fair Trade ranged from 100% to to 0.5%, with volumes ranging from 0.1 to 21.3 M lbs.
  • Starbucks, the largest purchaser of Fair Trade coffee in the world up until 2010, saw its volume of Fair Trade coffee purchases increase every year from2004 to 2009, before declining almost 50% in 2010.

See graphics and more data in Jaffee and Howard report.


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