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    Case Study

    Building a sustainable, profitable business: Fair trade coffee (C)

    By Robert Hooijberg and Jan Van der Kaaij
    12 pages
    November 2003
    Order this case study
    Reference: IMD-2-0105

    This is the third case of a three case series (IMD-2-0103 to IMD-2-0105). The growth of fairly traded coffee combined with Max Havelaar coffee seems to max out at about 3% of total coffee consumption. In addition, supply starts to far outweigh demand. As a consequence cost fall to about one fourth of what they were in 1990, while at the same time revenues double. This creates a global coffee crisis on the supply side. The case asks what this means for the coffee farmers, non-governmental organisations, governments around the world, and for the major coffee brand owners such as Nestlé, Procter and Gamble, and Sara-Lee. And why they should care.

    Keywords
    Branding, Fair Trade, Non-Governmental Organization, Corporate Sustainability Management
    Settings
    World/global
    2001 - 2003
    Type
    Field Research
    Copyright
    © 2003
    Available Languages
    English
    Related material
    Teaching note
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