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CASE STUDY 2 CSR is something that the new Wellington-based boutique tea company KTea is passionate about, and something owner, Katie Hammond believes our society can't afford to ignore. "The business philosophy of KTea has been centred on the idea of CSR since the beginning. I believe that the policies, decisions and actions KTea makes need to be desirable in terms of the values of our society." Two of KTea's core values are equality and fairness, which for Hammond means paying producers fairly for their product and ensuring they are working in good conditions with access to healthcare, schooling and employment opportunities. KTea stands behind these values by sourcing Fairtrade tea, and reports that the commitment to Fairtrade has been one that is good for business: she is able to support farmers and workers in Sri Lanka, while making a high quality product available to consumers at a reasonable price. Wild Bean Café made the switch to 100% Fairtrade Certified™ coffee and hot chocolate in 2008. "Having supported a team to visit one of the cooperatives from where we source our beans, we have the confidence that, as the largest retailer of Fairtrade coffee and hot chocolate in NZ, our support truly does make a difference," says Nicki Nicol, BP's Marketing Director. Wild Bean Café says that its Fairtrade commitments complement the wider sustainable practices policy of its parent company BP, whose other initiatives include recycled water, biofuels, carbon emissions trading, solar power and other forms of alternative energy. The Fairtrade stories of the large and well established BNZ and Wild Bean Café, and the small and up-and-coming KTea demonstrate that adopting a CSR strategy doesn't have to break the bank – in fact, it could well be your cup of tea. Rachel Levine www.fairtrade.org.nz New concept store We have piloted a new concept in retail, under the brand A PARTING WORD ON... FAIRTRADE The significant increase in the availability of Fairtrade and organic coffee is an excellent example of how a great concept can gain legs in a market demanding a higher moral fabric from their food stuffs. However, we all need to be very aware that Fairtrade does not automatically signify that the farmers are getting top dollar for their produce, in that I mean, Fairtrade does not automatically equate to best quality. Starbucks Fairtrade coffee in 2010 was purchased by them for around $4 per kilo. Boutique top quality coffees can reach upwards of $60 per kilo. Ask yourself which farmer is getting more at the gate... Organic blends are also at risk of not delivering the quality you may be seeking. The very nature of the organic produce being 'farmed' means quality will vary and, as a consequence, the 'blend' of coffee beans used in some organic coffee will also vary greatly. Ethical trading is now the buzz word. The key to your 'safe' food purchase is the knowledge you seek. Find out about the food you eat! Better still, talk to the producers yourself. HER MAGAZINE | February/March 2012 | 51 HER MAGAZINE | February/March 2012 | 51 www.hermagazine.co.nz | 51 Five retailers working together to provide everything a girl needs under one roof: Frocks, Shoes, Makeup, Accessories, Coffee and Events Open Now 299 Barton Street, Hamilton 07 839 4741 57 Grey Street, Tauranga 07 577 1470 126 Picton Street, Howick 09 535 9472