Firstly, and please don't be offended, but does it really matter what people think ? Humans support causes for individual reasons and beliefs - some programs are social, other are ethical or sustainable, so they are intended to build support for these initiatives by tapping into a conscious. Our company has been certified and licensed in both the RAINFOREST ALLIANCE and the FAIRTRADE systems for many years and we actively participate in both programs via the sourcing, roasting and sale of certified, traceable RA and FT coffee products. In the next month we will have completed our first Direct Trade sourcing. This is a growing practice by roasters building relationships with farms (there are a variety of different terms used). It may also assist in the farmer receiving a better price for his crop as the roaster is prepared to pay a decent premium for quality coffee. Some may think it's just roasters trying to bypass brokers. In our case it's not - we love that bean and we can't get good access to it without dealing direct. Remarkably, we are paying the same price ! The general population is more aware of the FT objectives compared to RA due to active marketing by FLANZ (FT Licensing Org for AU and NZ). Another reason being FLANZ is located here in Melbourne and they have an office with 6 or so staff (I might also add they rely a lot on volunteer labour/assistance). In comparison, RA is run primarily from New York and their local country presence is lower profile, relying more on the end-retailer to "beat the drum" on the benefits of RA and generally run about 1 or 2 industry events a year. Through our mycuppa store, I see the sales of FT compared to RA being about 50:1, perhaps higher. People are specifically setting out to select and purchase the FT products whereas I believe that RA products are more often than not selected on impulse based on the descriptors, etc. In some cases we have companies and religious organizations purchasing FT products as they are complying with an internal mandate (as per Brett's post). I would say we have around 70+ church organisations around Australia buying our FT coffee for their events. Now, what do I think ? FT and RA are programs I support equally with an open mind. As Jeff the person I prefer the RA program as it promotes sustainable agricultural practices designed to ensure the farmer is managing their land effectively. I also like the aspect that some (many) RA certified farms also have diverse crops that are complimentary to coffee growing and introduce initiatives such as shade-grown, bird-friendly, etc. My OH (The Little One) prefers the FT program as she is more socially focused. As mycuppa the roaster, I prefer the RA program due to the consistency of supply. In fact I buy tons of RA beans each month to use in my mainline blends that I don't place RA stickers on - because I really, really like those beans a lot. This creates a situation where my purchases of RA to FT are the inverse of actual sales. FT crop availability is at best a 3-4 month proposition - there are a few exceptions (Sumatran Gayo Supreme as an example, because it's used as the inflight coffee on an airline !). To understand why sourcing of FT green bean is haphazard , you have to realize that FT is a selection program whereby the farmer attempts or offers up his crop in the hope of being selected for the FT channel and subsequently will receive a guarantee minimum price per kilo. The farmer may be unsuccessful in the FT channel and then resorts to the traditional co-op clearance. This creates situations where small lots are sourced and for a roaster when we like a bean and want more of it in a few month time, it's not available. It's been the same for many years. I have some private thoughts on the FT commercial levy that I will not share on a forum. I encourage people to research both programs more thoroughly before making up their mind on what each program offers and please don't rely on a 5-second glimpse or a few ill-informed statements that tend to circulate within internet forums about how these programs are just money making marketing schemes.
