ETHICAL BUSINESS - AN IMPOSSIBLE DREAM?
By Corinna Howland
Money and morals. It appears that, in a capitalist society, you have to sacrifice one for the other. You can’t have your cake and eat it too. Or coffee for that matter.
So how can we bring the two together? 
Matt Lamason, 27, founder of Peoples Coffee in Wellington, seems to have hit on the magic formula. His business sells only fair-trade coffee, which means that the coffee beans are sourced directly from growers who pay their employees a fair wage, “The fair trade mark sets a base wage for coffee growers, which means that the growers have extra money in the hand… 
This means that they will have a better standard of living, better buildings, a chance at an education for themselves and their children. Basically fair-trade means a better deal for the people who produce the coffee”, Matt says.
Fair Trade items are easily recognizable by the fair-trade logo on the back of the packet, which ensures that the product is produced in accordance with Fair Trade ideals, namely a fair wage (enough money to live on and to accrue savings), good working conditions and sustainability.
What is Fair Trade?
The concept of Fair Trade was formulated in the early nineties, and is becoming recognizable world-wide, through campaigns such as Oxfam’s Make Trade Fair, and more recently the Chocolate Kisses campaign. (For more information, see www.oxfam.org). Despite these efforts, in Matt’s opinion, Fair Trade in New Zealand is still viewed as an alternative or ‘left-wing’ phenomenon, “I think Fair Trade is still associated with bleeding heart liberals or extreme lefties”.
However, through Fair Trade companies such as Peoples Coffee, consumers are being given options that they have not been given before. It is the consumer’s ability to choose Fair Trade coffee that has set this company apart from the rest.
Although the idea of so-called ‘ethical business’ is not new, with established companies such as Trade Aid on the scene for more than a decade, Peoples Coffee is the first home-grown fair-trade business of its kind in New Zealand. Since its opening, Peoples Coffee has enjoyed a steadily-growing customer base, which Matt attributes to increased consumer-consciousness, “Customers do want to know where their products are coming from, which is extremely powerful. 
At this stage however, New Zealand is ten to twelve years behind the UK in terms of consumer-consciousness”. Although currently only in a fledgling state in New Zealand, consumer-consciousness has meant that there is a growing market for Fair Trade products, which is great for Matt’s company.
So, how has Peoples Coffee managed to remain ethical and yet still turn a profit? Ultimately, the proof is in the pudding, “At the end of the day, people want a great espresso. For some customers Fair Trade is a bonus, but if the coffee was shite, people would not be coming here.”
LEARN MORE:
Peoples Coffee
Trade Aid
Oxfam
Fair Trade Association of Australia and New Zealand FTAANZ
TAKE ACTION:
- buy Fair Trade coffee – available at the Peoples Coffee Roastery in Constable Street, Newtown, Wellington and at various cafés around the country – find out where from FTAANZ
- buy your coffee (and chocolate, and other items) from Trade Aid
- ask your favourite café to sell Fair Trade certified coffee
- join Oxfam’s Make Trade Fair campaign by signing up on their website
- get involved in the upcoming Just Focus Fair Trade Chocolate campaign
- start your own ethical business!
Photos kindly provided by Matt Lamason.
