Kraft Joins Fair-Trade Movement

Oct 08, 2003

By George Anderson

Kraft Foods announced yesterday it would begin selling “fair-trade” coffee certified by the Rainforest Alliance.

According to the Associated Press, Kraft, manufacturer of Maxwell House and Jacobs, will support sustainable coffee by financing “technical assistance and training to
improve conditions on coffee farms, buy sustainable coffee to blend into its mainstream European brands and introduce certified products under existing trademarks in Europe and
the United States.”

“This commitment by Kraft Foods is powerful evidence that the concept of sustainable coffee, once limited to niche markets, is ready to enter the mainstream coffee market,” said
Tensie Whelan, executive director of the Rainforest Alliance.

Moderator’s Comment: Is fair-trade coffee ready to enter the mainstream coffee market? What will be the next fair-trade food category to get attention
after coffee?

Many American consumers will be willing to pay extra for fair-trade coffee and feel good about doing it. The question becomes — In how many food categories
will consumers be willing to pay a fair price before their financial self interest comes into play?
Anderson – Moderator

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