FOR IMMEDIATE RELEASE

Global Brew Wants to Keep Their Coffee Beans “Clean”: Company Cleans Up Their Act and Promises Improved Business Practices

Quote: “We apologize for the lapse in business oversight and attention to detail that led to the accidental procurement of unethically farmed coffee beans. A department with our company made a brief oversight and has corrected the mistake.  Going forward, the company will start a social media campaign with a #StandWithUs hashtag that motivates customers to support the brand as well as the farmers who were wronged” explained Ashley Harrigan, longtime social media consultant for World Brew. 

WASHINGTON, D.C., Dec. 16 –

·      #GlobalBrew broke silence after investigations into claims its got coffee through “big chain” suppliers rather than local farmers boasted on its labels.

·      Claims began on Dec. 5, when farmers in southern #Brazil contacted lawyers over potentially violations to the agreement signed with #GlobalBrew to be the exclusive suppliers of the company’s coffee beans.  The contract led the way for millions of dollars to flow into the region, resulting in major economic development.

·      Protesters in Brazil gathered at the Global Brew offices when the story was leaked to the media and chanted #Somosnóséimportante” or do we matter?  The question became a trending hashtag by the following day.

·      Investigations began on Dec.  7 and found that the Brazil Sales department was the responsible party.  Global Brew vowed to strengthen its commitment to change and addressed its employees, who have awaited news about their futures amidst rumors of layoffs and the resignation of John Garrett, the VP in charge of the Sales Department at the time of the incident. 

·      “Global Brew will restore the public’s faith in the brand as a ethically responsible chain”, Harrigan explained.  “But we think of our employees as a community rather than a company and do not take layoffs lightly. 

·      The company will take the appropriate time to identify the internal departments responsible for the purchase of the unethically farmed/obtained coffee and assure the rest of the company that unrelated departments will not be affected.

·      “We apologize for the lapse in business oversight and attention to detail that led to the accidental procurement of unethically farmed coffee beans. A department with our company made a brief oversight and has corrected the mistake.  Going forward, the company will start a social media campaign with a #StandWithUs hashtag that motivates customers to support the brand as well as the farmers who were wronged” explained Ashley Harrigan, longtime social media consultant for Global Brew. 

·      “We took the time to investigate every allegation to be sure we live up to the brand we’ve promised our customers and the farmers.”

·      The company sees the controversy as an opportunity to renew conversations with the public about its global impact.  

·      Starting Dec. 10, the company will generate a television campaign and blog accessible through www.globalbrew.com that details the company’s supply chain and business practices as well as emphasizes the positive outreach campaigns the company currently has. 

·      #GlobalBrew has a series of giveaways in the works in the future to reward customer loyalty. #StandWithUs

·      Going forward, the company will incentivize employees to go to a compliance department with reports of unethical practices within the organization via an anonymous email mailbox.

·      We r committed 2 ppl most affected. #GlobalBrew will renew & strengthen ties inside & outside GB.  The world is GB’s community #StandWithUs

·      One of the biggest mistakes an org can make is not showing a strong commitment to the ppl most affected by its actions.  Everyone matters.  #StandWithUs      

Contact:

Ashley Harrigan

Aharrigan01@gmail.com

5400 North Street,

Washington, D.C.

20016

Phone: 202.457.7000

Founded in 1986, Global Brew is the largest fair trade coffee company in the world.  The company is focused on providing quality coffee to the world. What distinguishes the company from other coffee retailers is the commitment to fair trade and connecting the world as one community. As a global coffee retailer, there is a responsibility to share good business practices and accept responsibility for the communities that our business affects.  The company has won several awards including the Great Taste Award (2004 - Present) and the Golden Cup Award (2014 and 2015).  

For more information about Global Brew’s community outreach visit:

www.globalbrew.com/community

Clearing the Air on Global Brew’s Fair Trade

Willow Harris (Op Ed featured in the New York Times) 

On Oct. 7, protesters in Brazil gathered at the Global Brew offices with the demand #SomosnóséImportante or #DoWeMatter?.  The protests concluded without any arrests or significant incident but sparked a global conversation about Global Brew’s fair trade practices with farmers in Brazil.  

  

Claims began on Oct. 5, when farmers in southern Brazil contacted lawyers over potential violations to the agreement signed with Global Brew to be the exclusive suppliers of the company’s coffee beans.  The contract led the way for millions of dollars to flow into the region, resulting in major economic development and breakthroughs in sustainable technology for farmers. 

An internal investigation led to the discovery that some of the beans were not being purchased directly from farmers through fair trade, but rather through other big coffee suppliers.  Global Brew confirmed that those involved with those purchases have been reprimanded and/or terminated and there is a renewed commitment to ensuring ethical practices at all levels of business.

But is that enough?

“Global Brew has a responsibility to prove to the public that it regrets the use of any unethically farmed or obtained coffee beans.  That will require a renewed commitment to ethical, environmentally friendly and humane practices” noted Professor Scott at the Howard University Business School.  “The key to internal stakeholder support is open communication and engagement.  In the case of scandals in the business world, companies must consider their stakeholders as their most valuable assets”.

The company launched a television campaign that detailed supply chain and business practices as well as outreach campaigns around the world.  This is part of the commitment to provide transparency to its audiences who have been critical of the company since the crisis arose last month.  “We vow to strengthen our commitment to our suppliers in Brazil who were wronged through our oversight.” a spokesperson for Global Brew noted.

While the reaction has been positive to the company’s efforts, some consumers are still wondering if it’s enough.  A growing consumer watchdog group asked for Global Brew to disclose its fair trade practices in light of the recent controversy and oversight.  The report of the company’s action will be released to the public on Dec. 9 and provide a comprehensive look at the company actions.   

 “The biggest mistakes an organization can make during is not showing a strong commitment to the people most affected by its actions.” Scott noted.  Global Brew is committed to renewing its reputation and strengthening ties in the coffee world.  Global Brew ultimately considers the world its community.  Everyone matters.  

Read the company’s Press Release here: www.globalbrew.com/Press

For more information about Global Brew’s community outreach continue to visit:

www.globalbrew.com/community

One of the Family: Cristiano From Brazil

The Coffeehouse blog is way for our company to talk with and feature our employees around the world to show our customers just how important their cup of coffee is to those who help put it in their cups.  This week we feature Cristiano Baraz, a local farmer in Minas Gerais, Brazil. 

Question: We ask everyone in our Global Brew family- What does coffee mean to you?

Cristiano: Our whole community is supported by the coffee trade.  Coffee is life. (laughs).  It’s also good for breakfast.  

Question: Can you tell us how long you’ve been a coffee farmer?

Cristiano: I grew up growing coffee.  I worked in the field as a kid but I think my earliest memories were age four or so.

Question: So did you get your start with family?

Cristiano: No.  We had a local businessman who owned most of the properties here.  We lived on the grounds and worked on the farms to get percentages of the crops we harvested. 

Question: Do you own your property now?

Cristiano: Yes.  My brother and I managed to buy our property about 10 years ago.  Our families live here and work the land just like we did growing up.  (laughs).  We keep all of our profits now though.

Question: How has that changed your business?

Cristiano: As an owner I have to make decisions for the future instead for the season.  I think about building; doing more.  That’s what made me want to work with Global Brew. 

Question: Why is that?

Cristiano: They are the leaders in the coffee business.  I thought if I built a business relationship with the company, I could have stability and higher profits.  This is good for my family.

Question: How long have you worked with Global Brew and what has this partnership meant for your business?

Cristiano: Four years.  Since then I have been able to hire three more employees and send my kids to school.  Business has been good until recently. 

Question: The company’s recent crisis about the Fair Trade practices have sparked major criticism.  Do you still hope to continue the partnership.  

Crisitiano: I believe there were mistakes in the business but I believe they are trying.  Me, the other farmers just want to be respected for our hard work.  If Global Brew honors the contract we have, if they honor my product, I will be happy to continue.       

Question: Protests in this region have lead to the #DoWeMatter movement on social media.  Do you have this same question for Global Brew?

Cristiano: Honestly I do.  I have a business and a family.  The company has brought money to our community.  They seemed to care.  I hope it’s true.  Many companies make mistakes.   We can forgive and move on.  I won’t criticize them.  I just hope to grow from this situation.  Global Brew matters to me.  I want to matter to them. 

 Click below to see him take us on a tour of his property and a glimpse of how Cristiano takes his coffee:

https://search.yahoo.com/yhs/search?p=coffee+farmers+brazil+youtube&ei=UTF-8&hspart=mozilla&hsimp=yhs-002

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