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Just Coffee The Difference is in the Roasting Revised July 2009
Just Coffee
The Difference is in the RoastingRevised July 2009
Coffee with a Conscience What is Just Coffee or Café Justo?
a farmer owned coffee cooperative started in 2002 that includes 45 families in Chiapas, Mexico
Just Coffee started as a faith based initiative dedicated to addressing the root cause of the immigration crisis through fair pricing for coffee
Coffee with a Conscience
Café Justo provides a high quality product: USDA Certified 100 % organic Shade-grown Patio dried High mountain Estate coffee Professionally roasted A truly excellent, low acid and naturally
sweet high mountain coffee, traditionally grown and processed.
Cultivated, harvested, roasted, packaged, and exported by the cooperative and its members
Coffee with a Conscience
What makes Café Justo more than “just” coffee?
Just Coffee responds to unequal trading conditions, builds a direct relationship between growers and drinkers. EFFICIENTJust Coffee is completely owned and managed by members of the cooperative and Mexican citizens. SUSTAINABLEIt is an excellent, fresh and naturally sweet coffee. ORGANIC
Coffee with a Conscience
The Café Justo Cooperative addresses the problems of a new economic reality:
The Mexican Peso crisis and trade liberalization have created an unstable economic situation for many growers in the interior of Mexico (and Central America).
Small, unsubsidised unorganized coffee producers are being forced off of their land when unable to fairly trade with multinational coffee brokers and traders.
Coffee with a Conscience
Why are small coffee growers unable to make business with Multinational coffee traders?
Small growers live in very remote areas making coffee transportation slow and expensive when there is no collaboration
Coffee brokers effectively collaborate to pay low prices to growers
Lots of middlemen between the growers and drinkers, no direct relationships between growers and drinkers
Use of lowest quality coffee and dis-incentive to grow/purchase high quality coffee
Lack of organization of small, disperse coffee growers living in poverty in remote coffee growing areas
The profits in coffee are in the roasting, unless you are very high volume
Coffee with a Conscience
Café Justo, a Fair Trade Plus company, responds to unequal trading conditions by:
Paying the growers fair wages
Eliminating the middleman
Promoting responsible and informed consumption
Developing a international, sustainable, grower owned roasted coffee exporting business
Coffee with a Conscience Café Justo, also enhances the Fair Trade
model into what's called “Free Trade Plus”: Fair Trade:
Cooperative is paid $1.27/lb Individual Grower is paid between $.80-1.00/lb
The organization that roasts the coffee makes most of the money
Café Justo: Cooperative is paid $7-$10 per pound
Individual Grower is paid $1.60/lb (plus medical benefits and pension plan).
Completely vertically integrated
Coffee with a Conscience Fair Trade:
Most of the revenue from coffee sales (about $12 per pound) goes to the roaster in the USA
Café Justo: Grower owned cooperative All of the sales revenue goes to the
cooperative, creating more jobs in Mexico and facilitating direct sales between the coffee growers in Mexico and the drinkers in the USA
The difference is in the roasting, (who roasts it)
Coffee with a Conscience Cafe Justo provides a fair and just price
to the growers who provide a quality product. Increased wages for growers provide
possibilities for farmers to stay on their land.
Because there are no middlemen, the savings can be divided between the growers and the consumers of the coffee, a better deal for everyone…
Most Importantly THE COFFEE IS EXCELLENT AND FRESH
Coffee with a Conscience Positive Effects
Children from of the growers can study instead of working in coffee fields.
Those who have migrated to the United States can and have returned home to Mexico with the promise of economic stability.
Consumers are buy a high-quality product at a fair price and positively impacting migration
Product Description 100% Arabica
A low acid smooth and low acid drink all day coffee
Decaffeinated Same as abopve, but without the
caffeine Robusta
High octane great with milk and sugar Marago
A premium bean with a distinct rich deep flavor
Breakfast Blend 50%Arabica50%Robusta, smooth with a
jolt Barb’s Brew
50%Arabica50%Decaf, a great nightcap
Questions?
If you have any questions,
please contact:
Tommy Bassett:[email protected] Adrian Gonzales:[email protected]
Or visit us at: www.justcoffee.org
