Our coffee is organically grown in Guatemala, in the shade of the rain forest. It is hand picked and chemical free. Fair trade means that the farmers are fairly paid for their crop to help them create a sustainable and propserous future for their families. By being hand picked and shade grown it helps preserve the rain forest and the animals of the ecosyystem while producing a mellow and flavorful product. It is chemical free, using only organic mulch rather than toxic fertilizers. We sell it as either a Dark Roast, House Blend or Decaf.
The Earth Friendly Coffee Company™
April 15, 2011
First, thank you. Many of you have been partnering with our indigenous farmers for 5 or more years now. Our customer loyalty factor amazes even the most jaded souls.
Eight years ago, when I first started buying coffee from the indigenous farmers of Guatemala, the coffee industry was at its lowest ebb in a hundred years. At that time, we paid a little over the Fair Trade price—and secured some of the world’s very finest coffee. The farmers were literally starving—because multi-nationals were paying them ½ of what it cost them to bring in their crop.
Each year since then, the price of green (raw) coffee has risen. That means, that each subsequent year, it has cost Earth Friendly considerably more than the previous year—in order to secure the same level of quality that we had purchased the year before.
Many folks think that “fair trade” is a designation of product quality. Unfortunately, ‘fair trade’ is an economic barometer—rather than an indication of coffee quality. This is important for you to know—and to understand, especially now that the coffee market is at its highest point in 13 years. In fact, the price of raw coffee has increased over 70% in the last year alone.
In this year’s coffee market, indigenous farmers now sell their commodity grade beans at a ‘fair trade’ pricing. Today, the farmer can earn so much more than the fair trade price of say, $2.81/lb for the best beans in their crop. Consider that it takes a full year to cultivate this crop. The farmer picks every bean by hand—4,000 beans to make a lb.
Does this mean that they no longer need us advocating for them? No, they still live in abject poverty—they remain amongst the world’s poorest—but, they are at least being paid for their quality now. They save their better beans for those purchasers, who are willing to pay for the ‘quality of the bean’ rather than purchase it as a generic commodity. .
Consider that fine coffee is graded: Japanese preparation, European preparation, American preparation and commercial preparation. Frankly, the Japanese coffee professionals pay significantly more and therefore garner the world’s most coveted beans. Next come the high end European purchasers and then—the lesser refined American preparation. Earth Friendly Coffee has always purchased European prep. And, that starts to give you a better sense of why Earth Friendly costs more than warehouse brand Fair Trade coffees.
We are in the process of purchasing our new crop of coffee. We’ll be paying almost 70% more than last year. Earth Friendly is a social justice initiative. We have always priced Earth Friendly as a reflection of the farmer’s quality--rather than a measurement of the coffee company’s need for profit.
I estimate that the price of our coffee may increase around a $1.00/lb. That’s with not a penny’s benefit passing through to Earth Friendly. It may be less—but, it’s still too early for final pricing. I do know that whatever the final price comes to—our pricing will definitely go up effective May 1st. If you have the ability to purchase this month, you will benefit from our current pricing.
Thank you again for your support, your loyalty and your business. As always, we will do everything in our power to earn the trust that you have placed in Earth Friendly and the Mayan descendants who cultivate your extraordinary coffee.