So how do we get our morning cup without a side of guilt? How to decipher real world impact from a multitude of coffee labels after the jump.

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This new move is a mixed blessing and hits upon one of the main points of contention within the Fair Trade movement. Fair Trade has moved into mainstream and is appearing everywhere from McDonalds to Dunkin’ Donuts to Wal-Mart. Any and all exposure of Fair Trade and it’s ideals to consumers is beneficial. And a larger market translates to more sales for producers and their communities.

However, as Fair Trade is embraced by large corporations with questionable ethics, so too is the potential to for exploitation and weakening of Fair Trade. Similar to companies that "greenwash," to bolster their environmental credit, there are companies which seek to cash in on the feel-good PR Fair Trade offers, without making a true commitment to the ideals and meaning of the movement. One such gap between company marketing and ethical behavior occurred when Nestle released its Fair Trade coffee in 2005. Nestle has been at the center of ethical controversy for over twenty years, with boycotts for their "aggressive and irresponsible promotion of infant formula," and for contributing to child abuse and torture within the cocoa industry, including large distribution from the Cote d’Ivoire. There was much critism of Nestle’s Fair Trade coffee and following it’s release, they were reported to the UK Advertising Standards Authority for a misleading and dishonest advertisement.

"Nestlé’s advertisement and website for its Fairtrade product imply it will have a significant impact on farmers in El Salvador and that the company’s activities in the coffee industry are ethical. The truth is only about 200 farmers in El Salvador supply coffee for Partners’ Blend and over 3 million farmers globally who are dependent on Nestlé remain outside the Fairtrade system. Nestlé is held partly responsible for forcing down prices paid to suppliers, driving many into poverty, while its own profits have soared. Recently I interviewed a researcher from Colombia who told me 150,000 coffee farming families have lost their livelihoods due to Nestlé policies.”

There is also confusion relating to the different Fair Trade labels and what they mean, and, unfortunately, companies are happy to prey upon this confusion. The Fair Trade Certified Mark means that particular product was certified. In most food products, this means it is certified at the beginning point such as farming and harvesting, but not always beyond this point. This creates opportunity for corruption at subsequent points along the way, such as with the problems with Fair Trade bananas and the exploitation of banana ripeners. Such inconsistencies occur when a company wishes to use Fair Trade, rather than commit to it.

Then what is the solution? Should Fair Trade be confined to its current size and guarded from the large corporate giants? I don’t believe this is the solution. I believe the growth of Fair Trade, when true and committed, should be an important goal. Fair Trade is not a premium brand label, but a different approach to our entire concept of trade. The Fair Trade movement is based upon a fair and just interaction between the consumer and the producer. If the vessel for this interaction is corrupted or dishonest, then it is upon our shoulders as consumers to correct or discard the vessel for one that is more trustworthy. The fact that Fair Trade is entering large corporate retailers is not necessarily a reflection of their goodwill, and it is important to remember this. The mainstreaming of Fair Trade is, however, a reflection of our growing desire to consume ethically and responsibly and it is upon this foundation that we should build the movement and hold all participants accountable. So it is with skeptical optimism that I welcome this Fair Trade expansion, and a hope that the company will commit to the true Fair Trade and an acceptance of responsibility to ensure they do.

• Fair trade. The fair trade certification label ensures that the workers or farmers who produce a product receive a fair price for their goods and have improved labor conditions. The fair trade label also often includes a measure of environmental sustainability and responsibly managed farms. Fair trade standards are decided upon and enforced by third party certifiers under the umbrella organization Fairtrade Labelling Organizations International.

• Organic. Organic coffee is grown without the use of synthetic fertilizers, herbicides or pesticides, which means less environmental pollution and improved worker health.

• Shade grown. If your coffee says shade grown, chances are it is responsibly farmed. Shade grown coffee does not require as much land clearing, leaving original tree cover or other taller crops available for songbird (and other wildlife) habitats. This method of growing also helps to prevent soil erosion, increases the ability for natural pest control and reduces the need for weeding.

For a glimpse into the global coffee industry, check out the documentary Black Gold. The film literally follows the coffee bean from the farm to your cup, including everyone who comes into contact with it: the workers on the coffee plantations, those who set the prices and buy the coffee, and the consumers who have turned coffee into an artform.

Can’t find coffee with these labels? GO’s Brady Swenson has a few things you can do to plant the seed for fair trade in your community, such as simply asking for it at your local coffee shop or grocery store.

When you’re making your own: GO’s Patrick Donnelly has suggested a couple of tips for greening up your home brew, including using unbleached paper filters, or reusable gold or steel filters. You could also skip the filters and electricity by switching over to a french press (but, yes, it does require boiling water.) And instead of tossing out all those coffee grounds, compost them.

For coffee on the go bring your own mug. You’ll waste less paper, and if it’s a stainless steel mug it will stay warmer longer. Forgot your mug? Avoid the double cup by using a sleeve, and please, please, say no to the bag. If you’re carrying more than one cup, use a drink tray (and recycle it when you’re finished.)

More on coffee and fair trade from Green Options:

Black Gold: The Story Behind Your Morning Brew

Daily Tip: Bring Your Own Coffee Mug

Dean’s Beans and the Fairer Trade

Eco-Effective Decisions: Fair Trade, When Voting with your Dollars Counts

Fair Trade: Certification

Fair Trade: Fair Wages

Fair Trade: Environment

Fair Trade: Transparency

The Greenest Coffee on the Planet

How to Plant the Fair Trade Seed in Your Community

Kicking the Habit: Greening that Cup o’ Joe

Labor Day: Rights and Respect for the Worker

Organic Coffee Company Sponsors Guatemalan Radio Show to Promote Fair-Trade

Starbucks Backs Down, Allows Ethiopia Trademark Rights To Its Own Names

10 Simple Ways to "Fair Up" Your Friends and Family

This is the resolution to a row that Starbucks began last year when the Ethiopian government filed applications to trademark its most famous coffee names. Securing the rights to these names would enable Ethiopia to capture more value from trade, by controlling their use in the market and thereby enabling farmers to receive a greater share of the retail price. Ethiopia’s coffee industry and farmers could earn an estimated $88 million USD extra per year, no small pittance when you consider that millions of Ethiopian coffee farmers bring home less than $300 USD per year for their crops.

In response, Starbucks successfully blocked Ethiopia's trademark applications in the US through some crafty maneuvering. According to Oxfam, the global coffee giant enlisted the support of the National Coffee Association to assist in blocking Ethiopia's bid. And it worked. In refusing Ethiopia its trademark, the US Patent and Trademark Office cited a position directly from the Starbucks' sponsored NCA letter of protest: The names Ethiopia wanted to trademark were "generic."

This move was good for Starbucks, which had been using the names of Ethiopia's famous coffee regions to sell roasted Ethiopian coffee for up to $26 per pound while farmers in Yirgacheffe were receiving as little as $0.60 to $1.40 per pound for their coffee. This angered international activist groups, including UK-based OxFam, which started a campaign to embarrass Starbucks for its blatant attempt to get richer off the backs of the poor and disadvantaged farmers who have lived for thousands of years in the regions that bear the profitable names in question. I participated in the campaign last November by handing out information to Starbucks employees in my hometown about the shameless profit-seeking, and having them and passers-by sign a petition. The campaign, which created consumer and even employee pressure, worked, and Starbucks announced a mutual agreement on Wednesday.

The agreement gives Ethiopia the marketing rights to the names of its coffee-producing regions while agreeing to contract out those rights to Starbucks for an undisclosed amount. Starbucks has also agreed to build a cupping laboratory in Ethiopia to help farmers improve the taste and quality of their coffee, which should help increase the value of Ethiopia's vital export. The company has also pledged to double purchases of coffee from East Africa by 2008. Starbucks currently buys 2% of Ethiopia’s $400 million coffee crop.

Sources: A Hot Cup of Money, Starbucks in Ethiopia coffee row, Starbucks in accord with Ethiopia

Conversely, the Fair Trade Federation looks at the entire company, whether it is producer, wholesaler or retailer, and requires that they commit 100% to the Fair Trade ideals. Why does this make a difference? Unfortunately, as Fair Trade has gained popularity, some companies have taken advantage and used a few Fair Trade transactions as a marketing boost for their entire company’s public image.

One coffee company, Dean's Beans, has taken a different approach towards their Fair Trade model. Seeing some of the failings of the traditional certification labels and unhappy with the "great pretenders," they have chosen to become members of the Fair Trade Federation and commit 100% as a company to those ideals, and forego the TransFairUSA certification. They have found that there are less than "a dozen Fair Trade coffee companies in the USA." In fact, some of the larger companies (Starbucks, Seattle's Best, Green Mountain) that could make a significant impact in thousands of farmers lives have committed only to buying Fair Trade beans for 1-12% of their total purchases. And while farmers must meet stringent transparency and accountability guidelines, the companies purchasing the coffee are not held to the same standard, and often refuse to release the actual percentage of their coffee that is Fair Trade (a conspicuous requirement missing from TransFair).

While any size commitment to Fair Trade purchases is certainly positive, it sits a bit poorly when some of the loudest and proudest are sometimes the companies doing the least. "It's important to remember that Fair Trade is an economic agreement, it's not a type of coffee." With only 20% of Fair Trade eligible coffee being sold as such and the remainder going at conventional pricing, there is certainly a great opportunity for these companies to increase their purchases.

Dean's Beans has laid out a business model they hope others will adopt and raise practices above Fair Trade standards:

• All purchases from certified organic FLO cooperatives.
• All purchases at or above international Fair Trade price.
• Prefinancing whenever financially possible.
• Additional six cent/lb Social Equity Premium paid to farmers for distribution, development, internal expenses, or however they choose to use funds.
• An independent, public audit by Quality Assurance International of our Fair Trade practices, to be posted right here for all to see!

While it is positive such large companies from Starbucks to Wal-Mart to McDonalds have begun offering Fair Trade options, it is not enough. As consumers, it is our responsibility to seize the opportunity and demand more of a commitment to the entire idea of Fair Trade, and not be sedated with their small offerings, but rather push them to higher standards of business throughout their company.

Here's a few tips on features I find useful in a travel mug:

A leak-proof, no-spill top. Look for a lid that fits secure and has a snap-top closure (ie. something that covers the little drinking hole.) This feature will allow you to carry around a full cup without sloshing it about, plus the remnants that remain at the bottom won't spill out in your bag or the backseat of your car when you're finished.

If you're unsure whether the cup you're looking at passes, try the water test (either in the store if they're cool with it, or check the return policy to make sure you can bring it back if it doesn't.) Fill the mug with water, snap the lid securely in place, turn upside down and shake it around a bit. If it doesn't leak or spill you're in business.

Stainless steel. There are a lot of plastic travel mug options out there (first check to make sure it's PVC free if going that route). Plastic is lightweight, which makes it easy to carry around, but can crack easily when dropped. Plastic also doesn't keep the beverage warm for very long.

Ceramic is another option (especially if it is lined with stainless steel). It is sturdy and durable, but might be better for around the office since ceramic mugs with lids don't often come in shapes that are cup-holder friendly.

I prefer stainless steel because it is durable, keeps hot beverages warm for the better part of a day, and keeps cold beverages cold. But like aluminum foil, keep it out of the microwave.

Know how many ounces your mug holds. I have a 16oz mug (equivalent to a Starbucks Grande hot cup) but would often be over charged at different places depending on how big the cashier thought my cup was. Most places serve coffee in 8oz, 12oz, or 16oz sizes. If you're unsure, or if your coffee place is unsure, do another water test. Fill up a paper cup with water. Pour into your mug. If it fills it up, that's the size you should ask for.

Also ask your coffee place if they offer a cup discount. By bringing your own, you're actually saving businesses money since you're not using their stock of paper cups. Many places will offer a ten-cent discount (others may not, but it doesn't hurt to ask.) Oh, and bringing your own mug will also make you more memorable to your barista/coffee server.

Amy says: I love my $20 blue, stainless steel, travel mug I bought from Starbucks nearly three years ago. With all the coffee I drink I've saved a lot of paper cups from going to the landfill. However, I'm also known to leave the house without my travel mug more than I should (mainly because I forget to wash it.) After cleaning it out at night I'll throw it in my bag so it is ready to go the next morning. You might want to consider keeping your mug at the office, in the car, or put it next to your keys or cell phone as a helpful reminder.

More Bring Your Own Tips from Rebecca:

Bring your own bags.

Bring your own bottle.

The Fair Trade coffee documentary Black Gold has been screening for over a year now but becasue it wasn't released widely I had not had a chance to see it until it was shown at the Chicago Green Festival a couple weeks ago - and I was impressed. The Village Voice called it "a model of patient storytelling," which is just what you should want from a good documentary. The movie opens with starkly contrasting images of rural Ethipoian coffee farmers and urban swarms of coffee drinkers, the effect of which lingers for the duration of the movie. Black Gold then goes into patient storytelling mode and methodically describes the international coffee industry and how it effects producers of coffee.

The economic scope of in the international coffee industry is jarring. It is dominated by four multinational corporations: Nestle, Proctor & Gamble, Kraft and Starbucks. Coffee is the second most actively traded commodity in the world and two billions cups of coffee are consumed every day on planet Earth. In Europe and the US a cup of brewed coffee sells for an average of $2.90. Using the standard 7 grams of ground coffee per cup companies like Starbucks are making about $188.50 per pound of cofee. Depending on the volatile price of coffee on the international market farmers rerceive between $0.60 and $1.40 per pound.

The movie's main storyline follows the inspiring Tedesse Meskela, General Manager of the Oromia Coffee Farmers Co-operative Union in Ethiopia. The union represents 101 Co-operatives and over 74,000 coffee farmers. I was fortunate enough to meet Tedesse in Chicago and I asked him about the union's progress since the movie was filmed. Oromia now sells about 2%, or 2,500 pounds, per year of its organic shade grown coffee to the Fair Trade market. Making use the $0.10 per pound social premium of Fair Trade coffee (to be used for community development) Oromia has built 4 schools and 26 water sanitation stations and 10 more schools are planned for construction. He noted that the guranteed price and long-term trading relationships he has developed with importers like Peace Coffee and Higher Grounds has helped to stabilize life for farmers.

Asked about African development in general Tedesse echoed the sentiments of the Malawian trade minister in the movie, "Trade is more important to Africa than aid." While aid to Africa has increased recently Africa's share of global trade continues to decline. The continent's share in global exports in 2005 was only 2.8%, roughly equivalent to its 1991 share and less than half its peak value in 1980 (6.0%). A mere one percent increase in trade would generate 70 billion dollars annually or five tmies the aid Africa receives now. Black Gold argues that trading fairly with disadvantaged African producers could be one step toward increasing Africa's inclusion in the global marketplace and spurring meaningful and sustainable development.

Black Gold is still gaining steam. It's being screened more and more aorund the world and has been picked up for cinema distribution in Ireland and the UK. Look for upcoming screenings in your area.

"Coffee Talk" will include information on global market prices, growing and processing techniques, and the benefits of organic crop certification. Dean’s Beans founder, Dean Cycon, wanted to reach out to rural, farming co-operatives with limited access to television, print media and internet and give them information and tools they can use to improve their livelihoods through knowledge of the international coffee market.

The program is in association with Cultural Survival’s newly launched the Guatemala Radio Project as part of their efforts to protect Maya peoples access to media. Cultural Survival is working with seven Guatemalan based organizations and 150 community radio stations to improve quality and effectiveness of the programming, to upgrade broadcasting equipment, and to help make these stations financially viable.

Helping farmers understand the fairtrade process (and their rights within that process) is important, but the information isn’t always readily available or disseminated, even by fair trade organizations like the Fairtrade Labelling Organization (FLO), TransFair, and Fair Trade Federation (FTF). According to a Cultural Survival publication:

To many small growers, however, “fair trade” means nothing more than that they receive a “fair price”—or more than the price they would get from the coyotes who buy the ceresa (the unprocessed fruit that contains the coffee beans) from them on the street. Many growers do not recognize the term “fair trade” or understand how the system works. Even farmers who belong to a cooperative sometimes don’t fully understand the system—something that hits home when the world market price for coffee rises above the fair trade price, and growers’ coops struggle to deliver the quantities they have promised to their buyers.

To succeed in fair trade, coffee farmers need to know as much about the production and supply chain as the brokers, roasters, and labeling organizations. TransFair and FLO are heading in this direction. These organizations held workshops this year in Guatemala to help cooperative members better understand contracts, market fluctuation, and internal marketing so managers can better communicate with farmers. This education is essential to the success of the system; without it, the educational and resource disparities that marginalize indigenous peoples and small coffee farmers will be reinforced by fair trade.

"Coffee Talk" is another avenue of getting this information to farmers.

Via CSRwire.com; Dean’s Beans; Cultural Survival

Stickers saying, "Sustainability is Sexy" are meant to encourage people to bring their own mugs to campus cafes to reduce the use of paper cups. The UW goes through about 5000 paper cups a day. Small incentives are also being offered to encourage the use of travel mugs such as charging $1 for regular drip coffee and 10 cents off espresso drinks.

The campaign is led by student association the Young Democrats, which wanted to use sex to sell the environment and get people to act rather than the more commonly used technique of guilt. They figured they'd get more participation that way.

Via The Seattle Post-Intelligencer; Grist

Reusable Filters

I first started greening my coffee by addressing how I make it. I prefer to use a coffee maker, which generates a small amount of trash daily—coffee filters. First, a few years ago, I switched to unbleached filters. I thought that this was an important step forward. However just this year, I’ve switched to a permanent filter. Now I don’t produce garbage at all!

There are two types of permanent filters: Steel and Gold. The stainless steel type are less expensive, and are treated in such a way as to not transfer a metallic taste. What exactly this treatment is, I could not find out, so I decided to go with Gold. Gold filters are made from 23-karat gold plated stainless steel. The gold keeps the filter from transferring a metallic taste, and they are made with an extra fine mesh to keep grounds out of your coffee. I’ve been using mine for 3 months now—that’s 90 fewer disposable coffee filters in the garbage!

Selecting the Bean

The more obvious way to limit one’s environmental impact with coffee is in selecting your beans. Coffee production in our modern world has spawned a variety of environmental problems: clear-cutting the rain forest; polluting the areas near plantations due to waste products; habitat loss of birds and other fauna due to increase production; not to mention incredible amounts of pesticides used in production.

Proposed solutions for the aforementioned problems abound. It’s common to hear phrases like Fair Trade and Shade Grown tossed around. Organic coffee eliminates the pesticide problem. My local coffee shop imports Fair Trade, Shade Grown, Organic coffees which they then roast themselves.

While I’ve increased the amount that I spend on coffee exponentially (a pound of Folger’s costs a couple of bucks, a pound of the good stuff is more like $12), I feel good taking that first sip of the day: because of the rush of caffeine to my brain but also because I know I’m reducing my footprint each and every morning.