Recently, while visiting a very informative website www.oxfamamerica.org, I came across a specific article that piqued my interest. It was an article exposing the recent negotiations between Starbucks, a very well known corporate coffee franchise and the country of Ethiopia. The negotiations began over a year ago when Ethiopia approached Starbucks with a request to own their own trademark for the coffee's they provide to the chain.
The issue basically goes like this. Ethiopia has an estimated 15 million coffee farmers that culivate and sell their product to the United States for a very small amount of money. Starbucks, being a gigantic distributor of coffee's from all over the globe buys this coffee and in return marks up the price approxiamtely 80% and sells it to us consumers. Well, let's back up a minute. Before we actually get to purchase the coffee, Starbucks puts their trademark Starbucks logo on the package and then on the shelves for us to buy. The problem is Starbucks had nothing to do with the making of this coffee, however is refusing to allow Ethiopia to put a trademark of it's own claiming rights to the coffee's they have produced.
To add fuel to the fire, Starbucks lays claims to being a company that supports the economical growth of their farmers and has been doing this for years. As we can see this has been more of a marketing ploy than the truth. Surprise, surprise.
The coffee's that come from Ethiopia that the country is attempting to put their name on are Sidamo, Harar and Yirgacheffe. These are some of the finest coffee's we have available here in the United States. Some are even sold under Starbucks' Black Apron Exclusive Line for up to $26/lb. Based on the percentage that the farmer in Ethiopia makes off of this pound, he receives $1.30-$2.60 at the end of the sell. This is just enough money for the farmer to put back into his crop, not nearly enough to make a profit for the family, which is usually in the field dedicated to farming as well. This is why these countries remain in such dier conditions. Even when they become aware of the value of their crop, they are not recognized for their contributions. Most of these families live on approximately $1.00 a day. This is less than most of the families in this country on welfare or unemployment make.
It is estimated that the Starbucks empire made approximately $3.7 billion dollars in profits last year. The estimated financial growth for the entire country of Ethiopia if it were allowed to stake it's coffee claims would be approximately $88 million dollars. The coffee franchise earnings dramatically exceed those of the 15 million whose livelihood depends on producing coffee. This is why we see the commercials we do pleading for donations. These people are working for nothing! And when they finally realize their market potential and raise their voices for their rights, somehow we allow a corporation to tell them what they are worth, or not worth it seems. Perhaps it is big business that is running our government and not the other way around. The billions of bucks we put into Starbucks could be going to those who actually slave away in fields producing it to improve their way of life.
If you feel inclined to read more on this issue or to become involved please visit the website I shared at the beginning of this article. There are plenty of ways to lend our support to Ethiopia right now and push Starbucks to not only talk the talk but also walk the walk.If you feel the need for that much needed caffeine fix, please consider browsing our many varieties of organic, fair trade coffee, including Monkey and Son's ethiopian fair trade coffee.
The only thing that even affects major corporations such as this is money and when it isn't coming in at the lightning fast rate it has been for the past ten or so years, perhaps they will see the bigger picture here.
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