00:00 98 million cups of coffee are drunk in the UK every day.
00:07 And that's actually supporting like, there's 125 million people that depend on coffee for their livelihoods.
00:16 And out of that 98 million cups that we're drinking, I'm having a few of them myself every day,
00:22 actually only 7% is fair trade. And that's why we as the Fair Trade Foundation are campaigning for a fair price.
00:30 We're a nation of coffee lovers here in Britain, with the average person drinking around two cups each and every day.
00:37 But only a tiny percentage of the coffee we buy meets fair trade standards,
00:41 which enable farmers to cover their costs and build resilience against the looming threat of climate change.
00:47 The experts claim these standards are a critical lifeline for coffee farmers worldwide.
00:51 Fair trade means that farmers are earning a fair price.
00:57 So we guarantee that farmers have a safety net, so a fair price.
01:03 If the market price is extremely volatile, then farmers get a minimum price.
01:09 And in addition to that, there's something called the fair trade premium, which coffee farmers get,
01:14 which is an additional sum of money, which supports them to tackle the challenges that they face.
01:21 Things like the climate crisis, which is causing huge problems for farmers,
01:26 as well as supporting their community and families, putting food on the table
01:32 and generally being able to have a better quality of life.
01:35 When it comes to buying fair trade coffee, more than a quarter of people say cost is a deterrent.
01:40 Mike Gidney, CEO of the Fair Trade Foundation, emphasises the urgency of the situation,
01:46 stating it's time to wake up and smell the coffee because it may not be on our shelves forever.
01:51 I was speaking to some UK fruit and veg farmers earlier in the week
01:55 and they were saying how hard things are for farmers here.
01:58 But is that something that's replicated across the world and for coffee farmers as well?
02:03 What are the top concerns for them at the moment?
02:06 Yeah, I mean the cost of living crisis is absolutely global.
02:10 When we talk to coffee farmers, they're worried that there's not going to be a future in coffee.
02:15 If you're growing your coffee beans and you don't even know what price you're going to get for them
02:20 and you're not even able to cover the costs of growing those coffee beans when you actually sell them,
02:26 coffee farmers don't want to be growing coffee.
02:31 A survey found another barrier to buying fair trade was access to products that qualify,
02:35 but the charity reckons you'll be able to find it in more places than you might think.
02:39 Gregg's, Sainsbury's, Co-op, Waitrose, M&S, they're all supplying fair trade coffee.
02:47 But if you go somewhere and you can't see the fair trade mark, speak up, ask for it.
02:52 Because it's so important that we're using that consumer power to ask for fair trade coffee
02:58 so businesses understand we want it because we want to be drinking coffee for many more years to come.
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