Pure Beans Ethical Policy

There are a lot of discussions within the coffee industry regarding Fairtrade. Pure Beans thoughts on this are as follows.

Pure Beans supports any group that ensures the farmers get a premium. However we will not pay a premium for what we consider to be less than great coffee. We understand that due to the power of the Fairtrade Foundation many schools, colleges and councils require products to carry the Fairtrade logo. It is our opinion that whilst the Fairtrade Organisation has highlighted the rights of the farmers to receive a premium for their coffee there are more ethical ways to pay more for better coffees.

The Fairtrade Foundation ensures a minimum payment to the producer co-operatives. But the Fair Trade system has many limitations in getting the highest possible quality. First, single farmers who are not organized in a cooperative cannot be certified. This means that within a Fairtrade coffee the best farms coffees can be spoilt when mixed with a poor farm. Second, the Fair Trade system does not reward the particular farmers who are doing an extra effort to deliver a better quality for the extra work. Thirdly, no where in the requirements for Fairtrade coffee does it mention quality. Pure Beans is all about quality, speciality coffees.

The farmer doesn’t want charity he wants to be rewarded for producing great coffee and this is what we do.

We are CAN supply Fairtrade however would prefer it if you looked at more ethical coffees. Pure Beans are also able to supply Rainforest Alliance coffees and Organic Coffees.

Once we agree on our coffees, the roastery works extremely closely with the farmers and we do our best to find everything can about the region, the farm, the farmers and workers that we can.

When you talk to some coffee companies about the origin of their coffee it’s normally an answer of “South American origin” or maybe, if your lucky “predominantly Brazilian.” We make no secret of our blends – we will tell you about the coffee in as much detail as we can – if we have photos of the farmer – you can have them!

Sustainability

Pay workers more = find better workers.
Let wildlife and birds thrive on the farm = less reliance on insecticides.
Use organic composting = less need for chemical fertilisers.
Provide for your workers = retain a skilled work force.

Cup of Excellence

A lot of the coffees we use are provided by farmers who participate in the Cup of Excellence. This is the most esteemed award given out for top coffees. The winning coffees are chosen by a select group of national and international cuppers and are cupped at least five different times during the competition process. Only coffees that continuously score high enough are allowed to move forward in the competition. The final winners are awarded the prestigious Cup of Excellence® and sold to the highest bidder during an internet auction.

What makes these coffees so special?
Coffees of this exemplary quality are very rare. These coffees are perfectly ripe, carefully picked with well developed body, pleasant aroma and a lively sweetness that only extremely high quality specialty coffees contain. Each winning coffee has its own flavour signature from the earth where it grows and all have been handcrafted in such a way as to enhance these unique characteristics.

How important is this award to a coffee farmer?
This award is an extremely prestigious award but more than that it recognises the farmer as being a top producer. The farm, and the region, benefits from the prestige and ensures many visits from roasters looking for more quality coffee. The auction money will often be spent on farm improvements or family education which can change their economic livelihood for the long term.

When the coffee makes that auction, it means that the farmer will be rewarded financially. The price paid at the auction is many times higher than any other avenue the farmer has access too. In the Brazil 2005 auction one bean went for 49.75 a lb FOB which is nearly 40 times the highest price pays a fairtrade farmer. This is because its good and not with any charity ideas. Surely a more sustainable way of providing a “fair” price to the farmer, and making sure the consumer gets a good deal too.

The Cup of Excellence program builds the bridge between the high quality farmer, the high quality trade and eventually the consumer who finds coffees he truly loves and at the same time knows that the farmer has been well compensated.