The world of coffee is profoundly complex. Coffee is grown by poor farmers in developing countries and purchased by affluent consumers in the West. But along with our consumption comes a growing social consciousness. Coffee has become more than just a beverage. It also stimulates talk and action on social and political issues.
As our awareness grows, so does the pressure on companies such as Starbucks to brew and sell fair trade coffee.
But coffee roasters and retailers can do more than just respond to consumer pressure, they can also stimulate it.
This is the case with Thanksgiving Coffee, under the stewardship of Paul Katzeff. He not only roasts and sells coffee, but is also an activist in support of coffee growers. His is a company with a deep political and social conviction.
If only other areas of business were so driven by social conscience...