The Unknown Good Deed of the American

December 7th, 2009 by keen bean

It continues to amaze me how Americans maintain a love affair with coffee beans, but apparently have little to no knowledge of fairtrade coffee. How the citizens of the very country where fairtrade came into existence can be so oblivious of a worldwide endeavour is beyond my comprehension.

On a recent visit to the States, I flipped through a couple of magazines selling coffee and saw that there were fairtrade products being sold. However, due to what I believe can only be a lack of marketing, or the least efficient attempt at it ever, Americans are in the dark. They indulge in enormous quantities of java on a daily basis, some of it fairtrade, and many are unaware of the importance of the way in which it is produced. What I find to be most odd in this scenario is that those who are doing a good thing buy purchasing fairtrade are unconscious of their actions.