Direct Trade: Fairer than Fair Trade?
The Fair Trade Certification may be more complicated than consumers are led to believe. Some of San Francisco's most popular coffee roasters choose to bypass this certification and instead buy their coffee directly from the farms that grow it, delivering higher wages to producers and forming strong relationships in the process.
Often, the high prices paid for Fair Trade certified coffee does not trickle down to the producer, as consumers might assume: "The people who are benefiting from Fair Trade are the exporters," says Masumi Patzel. Read the full article to learn about the dynamics under the surface in fair trade.