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Coffee Consumers: Roasters Fair Trade

307 Words2 Pages

They're interests is to provide a product which the consumers find attractive by carrying out strong promotion and marketing (Industry Stakeholders, 2015). Roasters receive up to 55% of profit in the supply chain (Coffee: unfair trade, no date). After the crop leaves the farm, the middlemen; especially the roasters receive nearly all of the profit (Ashoka, 2014).
''Fair Trade is a trading partnership, based on dialogue, transparency and respect, that seeks greater equity in international trade'' (Decarlo and Edwards, 2007). Their interest is for coffee brands to adapt and evolve their models so that they can compete on ethics instead of price (Hunt, 2015). This allows coffee consumers to drink coffee with a clear conscience by knowing that

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