More Fairtrade coffee in the North – better quality of life in the South
More than two-thirds of the world’s coffee cultivation is carried out by smallholders, who are, however, often unable to sell their harvests for a profit.
Fairtrade Max Havelaar works with us to ensure that coffee is traded under fair conditions with a view to securing a clear improvement in the working and living conditions of farming families and workers in the southern hemisphere. All coffee for our own-label brand Qualité & Prix now comes from fair trade. The price for our customers has not increased due to the Fairtrade Max Havelaar quality seal, however – we cover the resulting additional costs ourselves. Overall, the proportion of Fairtrade coffee in terms of our own-label brands amounts to 90,5 per cent based on sales.
Member of the Coffee Community (4C) Association
In 2006, we also became the first retailer to join the Common Code for the Coffee Community (4C) Association, which promotes environmentally, socially and economically sustainable coffee production. The coffee producers that form part of the 4C system strive continuously to improve conditions in cultivation and processing. There is a general ban on child and forced labour, poor provision for workers, use of prohibited pesticides and clearing of rainforests. In addition, traders and processors finance the regular training of producers. Around 63 per cent of our conventional coffee range (Prix Garantie, in particular) meets the 4C standard.