Just coffee new presentation2


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overview of the Cafe Justo Cooperative

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Just coffee new presentation2

  1. 1. Just Coffee The Difference is in the Roasting Revised July 2009
  2. 2. Coffee with a Conscience <ul><li>What is Just Coffee or Café Justo ? </li></ul><ul><ul><li>a farmer owned coffee cooperative started in 2002 that includes 45 families in Chiapas, Mexico </li></ul></ul><ul><ul><li>Just Coffee started as a faith based initiative dedicated to addressing the root cause of the immigration crisis through fair pricing for coffee </li></ul></ul>
  3. 3. Coffee with a Conscience <ul><li>Café Justo provides a high quality product: </li></ul><ul><ul><li>USDA Certified </li></ul></ul><ul><ul><li>100 % organic </li></ul></ul><ul><ul><li>Shade-grown </li></ul></ul><ul><ul><li>Patio dried </li></ul></ul><ul><ul><li>High mountain </li></ul></ul><ul><ul><li>Estate coffee </li></ul></ul><ul><ul><li>Professionally roasted </li></ul></ul><ul><ul><li>A truly excellent, low acid and naturally sweet high mountain coffee, traditionally grown and processed. </li></ul></ul><ul><ul><li>Cultivated, harvested, roasted, packaged, and exported by the cooperative and its members </li></ul></ul>
  4. 4. Coffee with a Conscience <ul><li>What makes Café Justo more than “just” coffee? </li></ul><ul><ul><li>Just Coffee responds to unequal trading conditions, builds a direct relationship between growers and drinkers. EFFICIENT </li></ul></ul><ul><ul><li>Just Coffee is completely owned and managed by members of the cooperative and Mexican citizens. SUSTAINABLE </li></ul></ul><ul><ul><li>It is an excellent, fresh and naturally sweet coffee. ORGANIC </li></ul></ul>
  5. 5. Coffee with a Conscience <ul><li>The Café Justo Cooperative addresses the problems of a new economic reality: </li></ul><ul><ul><li>The Mexican Peso crisis and trade liberalization have created an unstable economic situation for many growers in the interior of Mexico (and Central America). </li></ul></ul><ul><ul><li>Small, unsubsidised unorganized coffee producers are being forced off of their land when unable to fairly trade with multinational coffee brokers and traders. </li></ul></ul>
  6. 6. Coffee with a Conscience <ul><li>Why are small coffee growers unable to make business with Multinational coffee traders? </li></ul><ul><ul><li>Small growers live in very remote areas making coffee transportation slow and expensive when there is no collaboration </li></ul></ul><ul><ul><li>Coffee brokers effectively collaborate to pay low prices to growers </li></ul></ul><ul><ul><li>Lots of middlemen between the growers and drinkers, no direct relationships between growers and drinkers </li></ul></ul><ul><ul><li>Use of lowest quality coffee and dis-incentive to grow/purchase high quality coffee </li></ul></ul><ul><ul><li>Lack of organization of small, disperse coffee growers living in poverty in remote coffee growing areas </li></ul></ul><ul><ul><li>The profits in coffee are in the roasting, unless you are very high volume </li></ul></ul>
  7. 7. Coffee with a Conscience <ul><li>Café Justo, a Fair Trade Plus company, responds to unequal trading conditions by : </li></ul><ul><ul><li>Paying the growers fair wages </li></ul></ul><ul><ul><li>Eliminating the middleman </li></ul></ul><ul><ul><li>Promoting responsible and </li></ul></ul><ul><ul><li>informed consumption </li></ul></ul><ul><ul><li>Developing a international, sustainable, grower owned roasted coffee exporting business </li></ul></ul>
  8. 8. Coffee with a Conscience <ul><li>Café Justo, also enhances the Fair Trade model into what's called “Free Trade Plus” : </li></ul><ul><ul><li>Fair Trade : </li></ul></ul><ul><ul><ul><li>Cooperative is paid $1.27/lb </li></ul></ul></ul><ul><ul><ul><ul><li>Individual Grower is paid between $.80-1.00/lb </li></ul></ul></ul></ul><ul><ul><ul><li>The organization that roasts the coffee makes most of the money </li></ul></ul></ul><ul><ul><li>Café Justo : </li></ul></ul><ul><ul><ul><li>Cooperative is paid $7-$10 per pound </li></ul></ul></ul><ul><ul><ul><ul><li>Individual Grower is paid $1.60/lb (plus medical benefits and pension plan) . </li></ul></ul></ul></ul><ul><ul><ul><li>Completely vertically integrated </li></ul></ul></ul>
  9. 9. Coffee with a Conscience <ul><ul><li>Fair Trade : </li></ul></ul><ul><ul><ul><li>Most of the revenue from coffee sales (about $12 per pound) goes to the roaster in the USA </li></ul></ul></ul><ul><ul><li>Café Justo : </li></ul></ul><ul><ul><ul><li>Grower owned cooperative </li></ul></ul></ul><ul><ul><ul><li>All of the sales revenue goes to the cooperative, creating more jobs in Mexico and facilitating direct sales between the coffee growers in Mexico and the drinkers in the USA </li></ul></ul></ul><ul><ul><ul><li>The difference is in the roasting , (who roasts it) </li></ul></ul></ul>
  10. 10. Coffee with a Conscience <ul><li>Cafe Justo provides a fair and just price to the growers who provide a quality product. </li></ul><ul><ul><li>Increased wages for growers provide possibilities for farmers to stay on their land. </li></ul></ul><ul><ul><li>Because there are no middlemen, the savings can be divided between the growers and the consumers of the coffee, a better deal for everyone… </li></ul></ul><ul><ul><li>Most Importantly </li></ul></ul><ul><ul><ul><li>THE COFFEE IS EXCELLENT AND FRESH </li></ul></ul></ul>
  11. 11. Coffee with a Conscience <ul><li>Positive Effects </li></ul><ul><ul><li>Children from of the growers can study instead of working in coffee fields. </li></ul></ul><ul><ul><li>Those who have migrated to the United States can and have returned home to Mexico with the promise of economic stability. </li></ul></ul><ul><ul><li>Consumers are buy a high-quality product at a fair price and positively impacting migration </li></ul></ul>
  12. 12. Product Description <ul><li>100% Arabica </li></ul><ul><ul><li>A low acid smooth and low acid drink all day coffee </li></ul></ul><ul><li>Decaffeinated </li></ul><ul><ul><li>Same as abopve, but without the caffeine </li></ul></ul><ul><li>Robusta </li></ul><ul><ul><li>High octane great with milk and sugar </li></ul></ul><ul><li>Marago </li></ul><ul><ul><li>A premium bean with a distinct rich deep flavor </li></ul></ul><ul><li>Breakfast Blend </li></ul><ul><ul><li>50%Arabica50%Robusta, smooth with a jolt </li></ul></ul><ul><li>Barb’s Brew </li></ul><ul><ul><li>50%Arabica50%Decaf, a great nightcap </li></ul></ul>
  13. 13. Questions? <ul><li>If you have any questions, </li></ul><ul><li>please contact: </li></ul><ul><li>Tommy Bassett: </li></ul><ul><li>[email_address] </li></ul><ul><li>Or Adrian Gonzales: </li></ul><ul><li>[email_address] </li></ul><ul><li>Or visit us at: </li></ul><ul><li>www.justcoffee.org </li></ul>