The Real Deal About Fair Trade

 This was one of the most interesting areas of research that I’ve ever undertaken.  Coffee, is second only to oil as the biggest traded commodity’s on the stock exchange; did you know that?

As such, you don’t need to stretch your imagination to consider how highly political the cultivation, processing, buying, selling and distribution of this product is.

My aim in this and subsequent videos on the subject was to entertain while I informed the consuming public.  My intention was to inspire them to ‘get on board’ and participate in supporting the community that provides our daily brew rather than purchasing on he basis of a stripped down and naked commodity.

In this mini series on the cultivating, trading, roasting, and supplying of coffee… I hope to leave a mark that favorably weighs into the conscience of us all.  It’s not to do with pressing a ‘guilt’ button… it’s to do with inspiring the consumer towards ‘fair purchase’ , conscouss involvement as a consumer…and the profound realization that the world changes, one cup at a time, by who’s coffee you buy and drink.

It’s so inspiriting… and Deborah Di Bornardo, part Owner of the company is one of the most passionate business owners I’ve ever been privileged to know, much less work with.  Her mission is to raise a social consciousness that cannot be seduced into a ‘cheaper brand’, a socially conscious consumer, that takes personal pride in the fact that they, by paying only pennies more per pound of coffee have contributed to the farmers ability to send their children to school… to raise a conscious consumer to the the awakening that over 1,000 chemicals are applied to non-organic coffees and that impacts in ways we are shocked to learn, the health of the families who work these plantations.

I have filmed coffee cultivation in both Africa and Latin America;  one of those moment, you’ve had them too, that forever changes your attitude was when I revisited a small farmer and saw an ever increasing lack of skin pigmentation.  When I asked about it I discovered that it was due to the chemicals that are typically applied to the coffee plant.

It should not surpirse you to learn that for many decades now, the pharmaseutical companies own many of the huge plantations that supply most of our super market chain stores.

Here’s the irrepressible question that gives rise:  is having a cheaper, less expensive cup of coffee worth what it’s costing us all?

Thinking of getting involved:  inquire about the ‘Private Label’ that allows you to do some effective fundraising.

Introduce this ethical product into your business and suggest that you’d like to have it available where you shop, dine or have your cuppa java.

Now, congratulate yourself.  You have participated in changing real peoples lives and now you are connected… at Soul level. If you feel at all guilty, I failed my mission.  If on the other hand you feel inspired because now you know that the fate and future of those who work the small farms that Roast House buy coffee from, is in your cup, then I’ll congratulate us,… mission accomplished.  One cup at a time… everyday, if you drink coffee…you are now empowered to change many, many, lives.