A recent article in the Christian Science Monitor points to a growing global problem: Westerners demand quality but refuse to pay for it. Farmers of tropical climate products have made changes to their agriculture practices, hoping to find a better market. Instead, they have found their investment to be in vain.
In this particular instance, coffee farmers were encouraged stop using chemical pesticides/fertilizers. This led to a significant decrease in yield. This was expected, but so was a price increase per pound.
For three years, farmers incurred low yields and little return. Then as farmers achieved organic certification, they weighed their sacks of coffee only to be offered a tiny increase to compensate for quality, organic coffee; yet yields are lower. Yields can improve over time as farmers learn new ways to combat pests and disease using organic processes, but this often takes years of experimentation.
What does this have to do with you? I’m curious about your own consumer practices. Most of us want our families to be healthy, but our practices often don’t match our ideal desires. We want wholesome foods, yet we hit drive-thrus multiple times per week. We know the importance of clean drinking water, yet we sip Diet Coke all day at work.
This isn’t a guilt trip.
I’m curious about your own choices. As Wendell Berry has famously put it: Eating is an agricultural act. Are you willing to pay for a healthy lifestyle? Or are you satisfied with paying for world-class medical care? Organic products are on the rise in the US. Do you see value in having a pesticide-free product? Enough to pay more for it?
We’ve launched a partnership with our coffee farmers, looking for smoother transitions between chemical-based agriculture and organic, holistic care. In the long-term we think this will actually lower costs and improve yields. We also have a hunch that the consumer would be willing to pay for this transition–because most impoverished farmers feel the transition is too risky.
The question remains: are you willing to pay an extra buck per pound of your morning coffee?




















