"You made a unique choice. This coffee has been grown by indigenous communities in Colombia.Biodiversity and environmental protection is a legacy of their traditions and way of life.This coffee is the best example of how organic and FAIR TRADE products can offer a unique choice in quality and taste."
Tuesday, November 17, 2009
OK, I drink instant coffee. In this world of jazzed coffee junkies, I am very down market. Strong coffee has no appeal to me, but I do like a cup of Maxwell House in the mornings.
Enter FairTraded coffee, where the farmers earn living wages. That presumably means (as my son Zach astutely pointed out) that most coffee must be UnFair Trade. Organic is much better for the farmers, too - eliminating their exposure to pesticides and enhancing their land's productivity.
Alas, there's never been any instant FairTrade, organic coffee available. Therefore I was excited to find a new product at Fairway, the New York area's Temple of Cool Food Shopping. Equicafe is not as strong as Maxwell House so you need a bit more for your cup, but hey. You can wake up, drink your coffee & read the newspaper, and feel better about your role in the coffee chain, from field to mug:
It's not available online yet, but they carry it at Fairway (NYC, NJ, Brooklyn) and at OrganicDirect, which looks like it will ship in the NY area.