Why We Moved Away From Fairtrade Coffee Certification

For almost 14 years, myCuppa participated in the Fairtrade certification system.

Then, in 2023, we made the decision to leave.

It was not because of a compliance problem, dispute or disagreement over certification requirements.

It was a commercial and philosophical decision about whether Fairtrade still represented the most effective way for us to source high-quality coffee while supporting sustainable outcomes throughout the supply chain.

Fairtrade remains one of the most recognised ethical labels in the world.

It has undoubtedly helped bring important issues such as farmer income, labour conditions and community development into mainstream discussion.

But coffee markets have changed enormously.

And certification models need to be viewed in the context of how coffee is actually traded today.

What Fairtrade Coffee Is Designed to Do

Fairtrade was developed to provide producers with greater protection from volatile commodity markets.

The model includes mechanisms intended to provide:

• minimum pricing protection

• additional Fairtrade premiums

• producer organisation

• social and community programs

• labour standards

• greater supply-chain transparency

Those objectives are worthwhile.

For many producers and cooperatives, Fairtrade participation can provide useful structure and support.

But certification does not automatically mean that every producer receives the highest possible price for their coffee.

Nor does it necessarily mean that Fairtrade-certified coffee represents the best available option for every specialty roaster.

The Coffee Market Has Changed

Coffee today is very different from the industry of several decades ago.

Specialty coffee has become a major international market.

High-quality coffees are increasingly traded according to cup quality, scarcity, processing method, producer reputation and direct commercial demand rather than simply against a commodity benchmark.

A producer with an exceptional coffee may be able to achieve premiums well beyond those available through a certification scheme.

That creates an important distinction.

Fairtrade can provide a safety net.

Specialty coffee can provide a quality premium.

Those are not necessarily the same thing.

Certification Does Not Automatically Mean Better Coffee

Fairtrade certification relates primarily to the way coffee is traded and to standards surrounding producers and supply chains.

It is not a coffee-quality certification.

A Fairtrade coffee can be excellent.

It can also be ordinary.

Likewise, a non-Fairtrade coffee can come from a highly responsible producer and deliver exceptional quality.

For a roaster, the challenge is therefore balancing several considerations:

• cup quality

• producer economics

• certification

• traceability

• availability

• consistency

• customer demand

• price

No single label answers all of those questions.

Why Specialty Coffee Changed the Equation

One of the biggest changes in coffee over the last two decades has been the growth of quality-based purchasing.

Producers who improve harvesting, processing, sorting and consistency can sometimes earn substantially higher premiums in specialty markets.

That can create stronger commercial incentives than certification alone.

Importers and roasters may actively compete for exceptional lots.

Microlots, estate coffees and traceable regional coffees can command significant premiums.

For the producer, this creates another route to higher income.

That does not make Fairtrade irrelevant.

It simply means it is no longer the only mechanism available for improving producer returns.

Why We Questioned the Value of Certification

Over time, we became increasingly concerned about whether the Fairtrade model remained aligned with the way we wanted to buy coffee.

Our customers were also showing stronger interest in other attributes, particularly:

• Organic certification

• traceability

• origin

• flavour

• processing method

• freshness

• coffee quality

At the same time, the range of Fairtrade-certified coffees available to us became increasingly restrictive.

That matters for a roaster.

Certification only provides value if the coffees available through the program also meet the quality and flavour requirements of the customer.

If the choice becomes too narrow, the certification itself can begin restricting sourcing rather than improving it.

Fairtrade Is Not the Same as Charity

This is another area that is often misunderstood.

Fairtrade is not a charity.

It is a certification and trading system.

It operates through standards, licensing, premiums and participation across the supply chain.

That distinction matters because purchasing Fairtrade coffee should not be viewed simply as making a donation.

It is a commercial system designed to influence how coffee is traded.

Like any system, it has strengths, limitations and administrative costs.

Large Brands and Ethical Certification

One of the more difficult questions surrounding ethical certification is how consumers interpret the logo.

A certification mark can provide useful assurance that a particular product meets the standards of that program.

But it should not automatically be interpreted as an endorsement of every aspect of the company selling it.

Large corporations can participate in certification programs while simultaneously operating complex global businesses with very different practices across other parts of their operations.

That does not invalidate the certification.

But consumers should understand what the logo actually certifies.

It applies to the product or supply chain covered by the program.

It is not necessarily a universal declaration about the ethics of the entire corporation.

Why We Chose Organic Instead

When we stepped away from Fairtrade certification, we decided to maintain and expand our focus on Organic-certified coffees.

For our customers, Organic certification provided a clearer and more relevant product attribute.

It also gave us access to a broader selection of coffees than the more restricted Fairtrade Organic pool available to us at the time.

This allowed us to maintain greater flexibility in sourcing while still offering independently certified coffees to customers who value that distinction.

Does Leaving Fairtrade Mean Ignoring Producer Welfare?

No.

Responsible sourcing does not begin and end with one certification scheme.

Producer welfare can also be influenced by:

• quality premiums

• long-term trading relationships

• traceability

• responsible importer relationships

• sustainable farming practices

• Organic certification

• reliable purchasing

• demand for higher-quality coffee

A certification logo is one tool.

It is not the entire system.

Why Transparency Matters More Than Labels

The broader lesson is similar to our view on claims such as “ethically sourced.”

Labels can be useful.

But customers should understand what they actually mean.

If a coffee is Fairtrade certified, explain what that certification covers.

If it is Organic, explain that.

If it is purchased through a specialist importer with strong producer relationships, say so.

If premiums are being paid for quality, explain that too.

Transparency is more useful than simply asking customers to treat a logo as a shortcut for a very complicated supply chain.

Our Position Today

Our decision to leave Fairtrade was not an argument that the program has no value.

It was a decision that the model no longer provided enough value for our particular sourcing strategy, coffee range and customers.

Coffee markets evolve.

Producer opportunities evolve.

Customer preferences evolve.

And businesses need to reassess whether long-standing systems still serve the purpose they once did.

For us, the answer was to move forward with a broader sourcing approach focused on quality, transparency, Organic certification where appropriate, and coffees that genuinely perform in the cup.

Frequently Asked Questions

What is Fairtrade coffee?

Fairtrade coffee is produced and traded according to standards established by the Fairtrade system. These standards can include minimum pricing mechanisms, producer premiums, labour requirements, environmental criteria and rules governing participating cooperatives and supply-chain partners.

Does Fairtrade coffee mean the farmer receives more money?

Fairtrade is designed to improve producer economic security, but the outcome depends on the particular coffee, market conditions and producer organisation. High-quality specialty coffees can sometimes attract premiums greater than those available through certification alone.

Is Fairtrade coffee higher quality?

Not necessarily. Fairtrade is primarily a social and trading certification rather than a cup-quality grading system. Fairtrade coffee can be excellent, but flavour and quality still depend on variety, growing conditions, harvesting, processing, storage and roasting.

Is Fairtrade the same as ethical sourcing?

Fairtrade can form part of an ethical sourcing strategy, but the terms are not interchangeable. Ethical sourcing can also include traceability, quality premiums, labour practices, environmental programs and long-term producer relationships outside the Fairtrade system.

Why would a coffee roaster stop using Fairtrade certification?

A roaster may decide that the available certified coffees are too limited, that customers value different certifications, or that other sourcing models provide better access to quality and producer premiums. The decision can be commercial and strategic rather than a criticism of every aspect of Fairtrade.

Is Organic coffee the same as Fairtrade coffee?

No. Organic certification primarily relates to farming and production standards, while Fairtrade focuses more heavily on trading conditions and producer organisations. A coffee can be Organic, Fairtrade, both, or neither.

Can farmers earn more through specialty coffee than Fairtrade?

Yes, in some circumstances. Exceptional specialty coffees can command significant premiums based on cup quality, scarcity, processing and producer reputation. However, specialty pricing is market-driven and does not provide the same type of minimum-price framework as Fairtrade.

Does buying non-Fairtrade coffee mean farmers were treated unfairly?

No. Coffee can be responsibly sourced through many different trading models. Fairtrade certification is one framework, but non-certified coffees may still involve transparent purchasing, strong producer relationships, quality premiums and sustainable farming practices.

What should consumers look for when choosing responsibly sourced coffee?

Look for specific information rather than relying on a single logo. Certification, traceability, producer information, quality, transparency and clear sourcing policies all help build a more complete picture of how the coffee was produced and traded.