- Joined
- Jul 21, 2004
- Messages
- 9,159
Rooting for the good guys is not a problem. I’m all for this sort of thing, and I’m a big fan of Mr. Rapaport’s. This does not exist in a vacuum. It’s not possible for customers to earmark the distribution of funds after they make a purchase and the money leaves their hands and attempts to do so almost always seem to backfire. The bad guys will make counterfeits to confuse things, and, more importantly, they will attempt to use their lower prices to make non-fair trade into a feature. Empowerment is the key but it doesn’t seem to be happening with coffee and, since coffee seems to be the oldest and most developed of the fair trade initiatives, it’s seems appropriate to study it. I would love to hear evidence that I’m wrong about the affect that fair trade is having in the coffee growing communities. Is it contributing to the creation of non-coffee income alternatives for those workers or is it just funding for a new paint job on the same old prison?
I specifically disagree that this is an alternative to branding. This IS branding. It’s creating a brand called ‘fair trade’. It’s backed and enforced by Rapaport Group and this brand stands for attributes that transcend the gemological properties of the stone. That’s what effective branding is all about.
Neil Beaty
GG(GIA) ICGA(AGS) NAJA
Professional Appraisals in Denver