Global coffee awareness
"I don't see the Rainforest Alliance as an Organisation that helps get a better price for coffee. Behind it is the philosophy that I share 100 per cent, to take care of the earth's environment for the future of humanity," says Reyes. "I believe in the 21st century that this is the way it has to be because we have degraded our home, the earth. I am moved as a Nicaraguan farmer to know half way across the world in Australia a business leader like Nabi is with us, he shares our philosophy and a deeper understanding that words can't convey. In 90 per cent of farms there is no school or medical facility. On my farm 101 children study and none of them are dying of diarrhoea. I have seen a transformation in attitude of the workers, they are so proud to come to work every day."
More than 25 million people in the tropics depend on coffee farming. The Rainforest Alliance certification gives farmers negotiating leverage and access to premium markets; through its Sustainable Agriculture Network the Alliance awards a certification seal of approval to farms and products that meet demanding social and environmental standards — verified by external audits.
The Alliance has a very pragmatic approach, explains Sabrina Vigilante and working with business is key. Protecting eco systems and the people who live there depends on collaboration and business strategy helps transform consumer opinion. "We need consumer enlightenment," she says.
Nabi Saleh, executive chairman of Gloria Jean's Coffees International is not a recent convert to the idea of social responsibility. By buying coffee direct from the growers he pays them the full price he would commit to through an intermediary, and has done since 2004. Now however the link with the Rainforest Alliance branded coffee has taken a more formal path.
Today Gloria Jean's Coffees is the largest roaster and distributor of RA certified coffee in Australia — last year roasting more than 207 tonnes. About 15 to 20 per cent of the current coffee bean range is RA certified from farms in Nicaragua, Brazil, Colombia and Costa Rica. Saleh has overseen an increase in the company's commitment, working towards up to 80 per cent of its coffee range RA certified within the next three years. Next year will see the franchise's signature espresso blend RA certified and the company will increase its roasting production of the beans to 1,750 tonnes.
And he believes the franchisees are right behind the new program. "The franchisees are more supportive about our partnership, and proud to be involved," he says. "This is a joint effort with the growers and the roasters to work together to manage the stock. We have to maintain the standard. It's not about getting an edge on the market or getting more market share. We want to build people and see lives changed. Life is beyond ourselves," he suggests. "We are giving a hand-up not just a hand out."
This article appears courtesy of Gloria Jean's Coffees.
25.09.2007
FCA Member
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