Coffee for Change is an emerging company seeking to demonstrate that a sustainable model for the coffee business is possible. The initiative proposes to implement a “value-sharing” formula that collects 10 cents per cup of this beverage to help coffee farmers and finance an insurance system.
“The idea is that revenues go directly to the production area and generates benefits such as agricultural insurance, social security, education, wages,” said the project’s leader Guatemalan Fernando Morales de la Cruz on the occasion of the First World Forum of Coffee Producers. Morales proposes that Europe, the United States, and Japan work to reach an agreement to create a mechanism by which multinationals and other actors in the coffee chain implement this ambitious system that could transform the lives of millions of coffee farmers. (I)