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