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Chapter 15. direct action

Next time you drink a cup of tea or coffee spare a thought for the farmer whose crop produced it. Better still, take a look at the label on the packet. It could tell you whether you are a responsible global citizen or party to the exploitation of third world producers.

Cafédirect, founded in 1991 in response to the collapse of world coffee prices in 1989, grew out of a wildly ambitious initiative launched by four charitable organizations — Oxfam, Twin Trading, Traidcraft and Equal Exchange. Cafédirect was created by the Fairtrade Foundation, and the success of the Fairtrade consumer label represents an important change in the business landscape and one which gen e is a powerful force in pushing forward. The fairtrade mark is a guarantee to consumers that the products they are purchasing directly support third world producers and guarantee them a fair deal.


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