U.S. Coffee Roasters Want to Perk Up Free Trade

By Jeff Coelho

NEW YORK (Reuters) - A foray by major U.S. roasters into Fair Trade coffee to help struggling farmers in developing countries hinges on an ambivalent American consumer developing more of a taste for the socially conscious java.

Even with altruistic impulses, mainstream roasters are looking for demand to grow to justify their investments.

"At the moment, I don't think the demand is sufficient to sustain an expansion of Fair Trade production," said Joseph DeRupo, a spokesman for the National Coffee Association of U.S.A., Inc.

"But it appears that American consumers are becoming more aware, and those who are aware are more apt to base their purchasing decisions on their awareness -- and that might point to an increasing demand going forward," he said.

Fair Trade certification ensures coffee growing communities are paid fair wages and are sustainable.

More...