No 30

100% Colombian Coffee Brands, in line with Ethical and Sustainable Mega-Trends

June, 2014

TRENDS

100% Colombian Coffee Brands, in line with Ethical and Sustainable Mega-Trends

Café de Colombia and 100% brands have contributed to equity in distribution of land ownership in Colombia.

Photo: @joluisgarcia

According to a recent study by Datamonitor, an increased consumer awareness is putting a growing number of companies under the ethics spotlight.

So much so that 31% of consumers worldwide have rewarded with their purchases a socially responsible company, while 26% have punished some socially irresponsible one.

Curiously enough, the most mature category in fair trade is hot drinks, to which coffee and tea belong, since 57% of consumers say that choosing foods that support fair trade is important or very important for them.

Likewise, the latest results announced by the NCA (National Coffee Association) show preference of American consumers for ethical products, giving greater relevance to organic coffee (23%), followed by coffees with Fair Trade (21%) and Rainforest (17%) seals.

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Source: NCA National Coffee Drinking Trends - 2014

In this regard, Café de Colombia, with its mission to ensure welfare of farmers and its value-added, differentiation and defense of the origin strategies, has achieved significant quality premiums and prices for producers and their families.

 

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Source: Datamonitor

It also helps producers access protocols and sustainability certifications such as 4C, Fair Trade, Rainforest Alliance, Organic and UTZ, among others. Because of this, 100% brands can find a wide offer of 100% Colombian “ethical coffees”.

Each sustainability standard emphazises more or less on one of the three sustainability pillars: economic, social and environmental. The Common Code for the Coffee Community (4C), for example, has been widely adopted by producers, because it is based on following a Code of Conduct that includes social, environmental and economic principles. In Colombia more than 88,000 producers are verified under this standard.

Meanwhile, the Rainforest Alliance (with more than 2,000 producers certified in Colombia) and Organic (with over 3,000) certifications put a greater emphasis on environmental sustainability, without neglecting the economic and social aspects.

In general, economic, social and environmental sustainability is a priority for Café de Colombia. Hence, more than 180,000 farmers in Colombia are verified and / or certified under some sustainability protocol and perceive quality premiums that help them improve their income.

So, all this wellbeing transferred to farmers, their families and communities, promoted by Café de Colombia, has allowed that distribution of land in the coffee sector is more equitable than in the rest of the rural sector in Colombia.

Café de Colombia: an ethical product

The Gini coefficient for land distribution in the Colombian coffee sector is 0.70, an index that contrasts with the 0.86 of general distribution of rural property in Colombia.

The Gini coefficient or index, which varies between 0 and 1, is one of the most effective indicators to measure inequality in distribution of an income or good. It tends to 1 when distribution is totally inequitable and to 0 when it is totally equitable.

So, besides representing livelihood for more than 500,000 coffee families, the coffee sector is an equity factor for the rural sector in Colombia.

In addition, concentration of land in Colombia for the coffee sector tends towards equality, as the Gini coefficient decreased from 0.75 in 1997 to 0.70 in 2011.

Thus, and from a new angle, we can say that both Café de Colombia and 100% brands can offer their consumers ethical products, in line with the social and ethical mega-trends governing the global market.

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