"Wake Up And Smell The Coffee Crisis" - Trade Aid
"Wake Up And Smell The Coffee Crisis", Says Trade Aid
Trade Aid Campaigns Manager, Simon Gerathy today called on Cerebos Greggs to take a more meaningful step to address the issues facing poverty stricken coffee farmers who are in a desperate situation due to the collapse in world coffee prices.
The comment was sparked by Cerebos Greggs' sponsorship of Habitat for Humanity and their claim in an advertisement that they are 'proud to be a part of every New Zealand family'.
"Cerebos Greggs claiming to be a proud part of New Zealand is a bit rich, given that they're owned by Japanese hard liquor and pharmaceutical multinational, Suntory", said Mr Gerathy.
"Is it pure coincidence that this sponsorship comes at a time when coffee farmers are being forced to leave their land due to the coffee corporates not paying them a living wage? Isn't this a cynical 'cause-related marketing' exercise, designed to deflect attention from the profits being made on the back of coffee farmers living in poverty?"
Mr Gerathy said a more appropriate way for Cerebos Greggs to spend their money would be by purchasing fair trade coffee, which guarantees coffee farmers a living wage, and is the difference between a farmer carrying sacks of coffee on his back and buying a mule.
"Certified fair trade coffee makes a real and tangible difference to coffee farmers by guaranteeing a sustainable price. Coffee corporates paying rock bottom market rates only perpetuate the poverty cycle," said Mr Gerathy.
"Wake up Cerebos Greggs. Start paying a fair price for the coffee on which you make your profits. Wake up New Zealand, choose fair trade coffee as a positive alternative, instead of filling the pockets of a Japanese corporate multinational."
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