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NewswireToday - /newswire/ -
Old Fields, WV, United States, 03/05/2008 - West Virginia Fair Trade Organic coffee roaster promotes awareness of Fair Trade by highlighting benefits not only to small family farmers in developing countries, but also businesses in the United States. Company urges others to embrace Fair Trade.
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True Blue Coffee Roasters, the Old Fields, West Virginia, Organic Fair Trade coffee roaster, announced today the company's strengthened commitment to Fair Trade practices and urged more businesses to follow.
Richard Smith, CEO of True Blue Coffee Roasters, highlighted the steps his company is taking to promote Fair Trade coffees. “At it’s core, Fair Trade practices help our industry immeasurably. From providing coffee farmers and co-ops a decent price for their crops, to the aid in sustainable agriculture, Fair Trade practices are giving our customers consistently great coffees. But there is more to Fair Trade than just fair prices,” he added. “Fair Trade practices include the promotion of fair labor conditions, the promotion of direct trade for farmers and co-ops, as well as promoting community development and environmental sustination.”
All of the coffees sold by True Blue Coffee Roasters are certified as Fair Trade by TransFair USA. TransFair USA is the only independent, third party certifier of Fair Trade products in the United States. TransFair USA utilizes an audit system to track products from the farmers and co-ops, to the finished products put out for sell. “Look for the Label” is the TransFair slogan of choice. All products that carry the TransFair certified logo have been verified as meeting all the stringent requirements of Fair Trade products.
“We are extremely pleased to work with an organization such as TransFair USA,” Smith continued. “With the TransFair label on our products, our customers are assured that the coffees they are purchasing, are coffees that will help the farmers and their communities. We encourage others to add Fair Trade products to their current line-up of products. Many businesses claim to sell Fair Trade products, but when you look at their total inventory, it is usually less that 4-5% of their total product makeup.”
When True Blue Coffee Roasters recently contacted several stores to inquire about Fair Trade products on their shelves, they were shocked to find out many had no idea what they were talking about. “It truly was shocking to realize how many stores have not heard of Fair Trade practices and products. We realized right away that this was a great time to start educating people about Fair Trade.” Smith said. “Through our website, and directly through our roast house, we provide as much information to people as we can. If we all would take the time to add a few products here and there, before long we would have a steady supply of Fair Trade products readily available for customers. Once again, we challenge other companies to begin adding Fair Trade products to their shelves. Fair Trade products also include tea, herbs, chocolate, fruit, sugar, rice, and vanilla. It isn’t just about the coffee, although we do encourage store owners to include Fair Trade coffees.”
About True Blue Coffee Roasters
True Blue Coffee Roasters (trueblueroasters.com), located high in the mountains of Eastern West Virginia, expertly roasts the freshest Organic Fair Trade gourmet coffees-which were made available to the public in July 2006. Exceedingly passionate and consistent with their super-premium line of gourmet coffees, True Blue Coffee Roasters will settle for nothing short of perfection. For their customers, this guarantees a memorable gourmet coffee experience every time.
Media who wish to obtain a Media Kit or request interviews with Rob Luzader should call or info[.]trueblueroasters.com
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mmurphy[.]trueblueroasters.com 
