Why are we willing to pay the store price at the bakery on the one hand, but when it comes to products from developing countries on the other hand, we dictate the prices? 

This somewhat colonialist attitude applies not only to the big coffee brands, but unfortunately also to fair trade and organic certifiers: Here, it is globally determined what payment is fair for farmers, regardless of their needs or how many people live in a household. Sustainability standards are set, and farmers must pay for their certification, regardless of whether they already meet the requirements or not. It is mainly the small farmers who cannot afford such a certification and thus the access to a fair market.

Please do not misunderstand: The certifiers have done a lot to make the coffee trade more sustainable. But it can be done even better!

The True Price is based on the needs of smallholders and regional conditions. The analysis is free of charge for farmers. The real impacts on people and nature are determined with the aim of avoiding, minimizing and, if necessary, compensating for them in the future. It is a holistic approach that enables farmers and scientists to identify regional sustainability differences and minimize impacts. Consumers are given the opportunity to make fair and future-proof purchasing decisions. Companies like TRUESDAY, which implement True Pricing or True Cost Accounting, cannot hide the impact in coffee cultivation. Their certificate is transparency!