Kraft’s Maxwell House coffee concentrate earns Rainforest Alliance seal. First of all, this product is a “premium roast frozen liquid coffee concentrate blend.” Blech. Second, once again only 30% of the beans are Rainforest Alliance certified, 70% mystery beans. Third, Kraft gets to boost its “green” image when 96% of the coffee they buy comes from uncertified sources. I don’t like to poo-poo any sort of sustainability effort, but this may leave a bad taste in many a mouth.
JM Smuckers, which acquired the coffee division of Procter & Gamble (Folgers, Millstone, Dunkin Donuts grocery store offerings) has been posting strong earnings, thanks to the blind loyalty people have for cheap, unsustainable coffee. It makes up 35% of the company’s sales and 50% of its profits.
Later this month, I’ll have further information on corporate coffee’s “sustainability” efforts. It’s not pretty.