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In the Media · Financial Post

How do you take your coffee? Professor Oana Branzei explains why most say "socially aware"

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.”

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