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Fair Chain 2.0
Why we are fair!

A new way of enjoying coffee


Fair Chain 2.0

25 million people are active in coffee growing, processing and trading around the world
An average of 167 million bags of green coffee are harvested worldwide each year
70% of the green coffee is exported
Germany imported 1.1 million tons of green coffee
Of the 1.1 million tons, 22 thousand tons were Fairtrade
Of the 22 thousand tons, 75% were organically grown


It is difficult to define “fair” as this is defined differently in many areas of the world and everyone has a different idea about it. In general, however, the following definition prevails:
“Fairness means decent behavior as well as a fair and honest attitude towards other people. Rules of fairness rely on a consensus and equal conditions for the people involved. "
In addition to fairness, we also have to devote ourselves to sustainability, as these are inseparable from our perspective.
For this reason, our actions are not only for the needs of current generations, but should also take into account those of future generations. Fair Roast takes responsibility for all those involved along the value chain. In the sense of sustainability, we thereby preserve people's livelihoods and promote independent growth. This economic growth is a long-term and sustainable goal and puts short-term thinking in the background.

Why a label is not important to us?

In the last few years, the Fairtrade and co. were highly criticized and the media ( ZEIT , The Guardian , Huffingtonpost ) quoted high-level scientists from Havard, Wisconsin, California and London. The scientists have analyzed the impacts of various quality labels in Africa and Central America over a longer period of time. Unfortunately, the result was disappointing.
“Goods with a Fairtrade label can therefore be 80% unfair” Die ZEIT, No. 34 on August 14, 2014
In every supermarket and discounter we find products with a quality label that promise fair origin and processing as well as guarantee improved life standard for the farmers. That's a nice story, but how can you verify that promise? From our point of view, this is the problem that cannot be verified.
Fair seals of approval are not subject to any statutory templates, such as the organic certificate, and therefore there are no binding regulations that have to be complied with.
A large part of the buyers are misled by such a seal, because with his purchase of such a product he assumes that it has been produced and traded 100% fairly. With an appreciation of the back, the buyer would find that only 1-20% of the ingredients may be fair.
Criticism is good, but only in moderation. Without the various organizations, the topic of Fairtrade would never have been as successful as it is today. We build on the success of this market development and take the next step.

What are we doing to be fair?

For the reasons mentioned, we have decided against cooperating with these seals of approval and intervene in fair trade ourselves.
Through our work in various African countries, we have met a large number of people and done what we are very good at and for which we have been very well trained.
To listen!
We listened to the people in the countries and understood what is important to them. If you ask the people on site what exactly is "fair" then we have always heard the following:
  • Fair payment for raw materials
  • Fair payment for refined products
  • Direct trade with farmers and cooperatives
  • More processing domestically to create jobs
  • Conversations at eye level and with respect
  • Fair access to the market in Europe and the USA
Through direct trade and the creation of local jobs, we combine economic success with social impact.

This is our new Fair Chain 2.0

Coffee growing
Peeling, washing, drying and sorting
Roasting and packaging in the country of origin
Transport to Frankfurt
Coffee enjoyment

Which SDG goals do we achieve through this?

The Sustainable Development Goals (SDGs) are 17 development goals that have been set by the United Nations, which are intended to ensure sustainable development on an economic, social and ecological level worldwide.
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