- Financial Post
- Aug 4, 2014
Sustainability Professor Oana Branzei explains why 'fair trade' is no longer a differentiator in the coffee market.
“There is no coffee shop that is not a social enterprise,” she told the Financial Post. “Look at Starbucks and the way it competes by promoting the care it takes in sourcing and its social missions. When you choose a specific brew you are choosing a specific cause to support. Now even McDonald’s and Tim Hortons are trying to play up their connection to farmers. Coffee is a small statement people can afford to make about who they are as responsible consumers.”