A good coffee

Adapting to the socially conscious consumer market





What goes into a good cup of coffee? Latte, cappuccino or straight black?


Is it the way it’s roasted? Or is more rudimentary with which soil the beans come from: Brazil, Kenya, Colombia and etc.With a 23 billion dollars market according to International Institute for Sustainable Development, being able to differentiate between bad or good really as easy as a sticker.


Fair trade is a brand that certifies ethical production of goods by raising the standards in social, economic and environment manufacturing. This ranges from social justice that drives public awareness, supporting farmers, to development of sustainable alternatives. Although FairTrade had humble beginnings in 1990’s as merely a grassroots campaign, now have expanded its ethical umbrella worldwide and became a well-recognized brand.


Screen Shot 2018-03-03 at 8.29.42 PM.png













The success of this growth is how the brand provides a visible representation of giving the consumers the confidence to differentiate itself from other products. Brand recognition. FairTrade have built trust with their audience by being clear and consistent with their message of a quest for ethical practices. They distinguish their brand identity as an added value in which endows the product, giving an edge from other competitors. They maintained a high level of consumer acceptance in a generation of buyers interested in transparency. Also, time with the change in the socio-economic factor of consumers acknowledging their purchasing power and use this to try positively influence the world.


Starbucks is one of the many examples of company aligning itself with Fair Trade certified coffee. With the recognition of the shift in market demands and having the value of Fair Trade reputation within the community, big chains as such have brought the brand into a much wider platform, extending its reach.They tapped into the growing need for consumers to express their personal values through their buying patterns. This approach creates a seamless brand experience for consumers to channel their need to contribute to a cause they care about. FairTrade provides a brand experience for the consumer. Rather than purchasing the product itself, they add value by adding the intangible product of supporting a social campaign.



Further readings:
The Rise of the Fair Trade Coffee Movement 
Fair trade: quality, market and conventions
Identifying fair trade in consumption choice
Fair Trade Organisation
The conscious consumer: taking a flexible approach to ethical behaviour
The Guardian: rise of the conscious consumer: why businesses need to open up

About Merlinda Ando

A communication and business student. Public Realtions
This entry was posted in Attitudes, Motives, Values. Bookmark the permalink.

7 Responses to A good coffee

  1. colinebertrand says:

    Congratulations for your blog post, it’s very interesting. I am convinced that fair trade will be an important trade for the future. It helps to improve the company’s image and more precisely to give it a committed image. This is important because, with competition in the coffee market and the presence of a pioneer (like Nestlé with Nescafé for example), it is important to differentiate yourself, when we are less known. I am convinced that this aspect is a strong lever for a company to differentiate itself, changing consumer habits, consumers are more sensitive to the origin of products. For example, for the producer Max Havelaar, 80% of the coffee comes from 25 million small producers with less than 10 hectares of land, which represents small producers and I think that the company has achieved a good place on the coffee market. Congratulations again for your article, it was a pleasure to read it!

  2. Paloma Verdegal says:

    Really liked this article, it was quite interesting. As a regular coffee consumer I have to say I never heard of Fair Trade before and also that it was associated with Starbucks so that makes me wonder if it’s such an important thing to consider for costumer at the time of buying the coffee there. I did some research and only the 80% of the coffee at Starbucks is fair trade.
    Anyways, I believe Fair trade is such a great organization helping farmers around the world.
    Great post!

  3. Chloé CH. says:

    That’s a very interesting subject that you chose and your article is clear and easy to follow so great choice and great post!
    I think that Fair Trade will develop a lot in the next years as ethical and environmentally respectful practices are becoming more and more important to consumers. I feel like, nowadays, people are more willing than before to pay a little bit more for a product that is more transparent about the origin, transformation, etc., of its raw materials. So, in my opinion, this company will develop and grow quickly.

  4. hellocadie says:

    Hi there !
    Thanks for this very interesting and well written article !
    I think you’re talking about such an important issue because this is making us think not only about the way we buy but think about the future, our future, the future of the hearth, the future of humans.
    In my opinion, for brands, obtaining the Fair Trade certification is now not just an option, it’s a need. In fact, nowadays we see a lot of things (photos, documentaries, videos…) about the environment and the global warming but also about working conditions. More and more people want to act in a positive way for the human beings and the heath and so would rather buy a “good” product even if it is a bit more expensive. So if you want to sell a product you have to show people that it is a good product not only for them but also for the others !
    However I think we should take care about one thing. Brands has well understood that they can sell certified products for an higher price. So some of these just put a logo that is supposedly certified but that is not in reality. So as a consumer we have to take care about this and make some researches about the certifications before buying a product.
    However, thank you so much for this article ! 🙂

  5. Meri Koponen says:

    Dear andom02,
    Thank you so much for your post! It was a pleasure to read it. The article is written very clearly and engaging way.

    The subject that you have chosen for your blog post is very close to my personality, as I have worked for Starbucks for some time and moreover, I am one of those “targeted” people who care what they consume. Although i am not that scrumptious about it, it still feel better to know that no kids labour has been used during the production of the good you are consuming.

    Therefore, I totally support the subject you have chosen and the way you engaged with your audience, especially in the beginning – “Latte, cappuccino or straight black?” 🙂

  6. Claude-Anthony Mabo says:

    Good job for your blog. I’m not a big a consumer of coffee I think use the faire trade is a good way to be different, respect the environment, improve the structure of the society and can be use by a company to improve the notoriety. So even it’s that easy to accomplish it’s steal a good strategy for a company and the society in general

  7. Hi and thanks for your post I really like the article about the fair trader project because this tends to give more equality in a very inegal market between the producers and the retailers of coffee. Between the Bresilian little producer and those worldwide company there is an huge différence but at this end, little cacao producers are in difficult position. They produce the coffee but doesn’t have a fair financial return for their hard work and the idea of trying to give them more financial help is a good mean to extend the system to others market where there is also unfair exchanges between local and small producers who give all their lifes to sell good product! Congratulation because with more and more visibility hopefully it will develop more and more !

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s