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Yeah right. I hear it many times a week from coffee shop owners who wonder why their sales are going down and their shop isn’t going to survive. They continue to offer non FTO coffee because it costs less money and kid themselves into believing that they have the only consumers in America that don’t care about FTO products. I argue that they are not saving money but driving customers away from their store. Sales of Fair Trade Certified Coffee in grocery stores alone rose 30% this year to $140 million dollars! Fair Trade is growing despite the bad economy. Why? Fair Trade is 100% consumer driven, that is why. If you think your customers don’t care you are flat out wrong and don’t understand Americans philosophy on Fair Trade. Three fourths of respondents in a 2009 BBMG conscious consumer report stated that they believe they can make a difference by buying products from socially and environmentally responsible companies. Two thirds said buying products with social and environmental benefits is important in tough economic times and MORE THAN HALF SAID THEY WOULD PAY MORE!!!!! If grocery stores are adding more Fair Trade it’s only because consumers are demanding it. Nobody wants to sell products that cost more. They do it because customers are leaving their stores and going somewhere else to buy what they believe is as good a product if not better and they are making the world a better place at the same time. Stop kidding yourself, your customers care and you should too. The specialty coffee customer is the number 1 buyer for FTO products. If you own a Specialty Coffee Store and don’t sell Fair Trade Organic coffee what are you waiting for?
