The British subsidiary of Nestlé has just launched "Nescafé Partners' Blend, a coffee that helps farmers, their communities & the environment", with the "FAIRTRADE" label. The press release mentions that the coffee comes from 5 cooperatives of farmers in San Salvador and Ethiopia, who receive slightly higher than market prices for their beans. Nestlé buys about 11% of the world's coffee production. First step towards commitment or just a PR exercise ? In Nestlé's opinion they are responding to a demand of a niche market. In this they followVolcafé who works with Rainforest Alliance, and Starbucks. There seems to be a new trend for fair trade: Cadbury Schweppes has just bought the chocolate company Green & Black's, a faire trade pioneer; Chiquita is advertising with Rainforest Alliance, and Kraft has also launch an instant coffee with their partnership. FAIRTRADE in the UK says their sales increased 40% between 2003 and 2004.
