A common criticism of fair trade coffee is that very little of the price markup goes back to the farmers themselves. So now, if you really want to cut out the middlemen, you can buy 1,000 pounds of top-quality coffee beans direct from the farmers, thanks to Cup of Excellence. After a rigorous competition, these coffee-lovers select the best beans from six Latin American countries and auction them on their site. They claim that “85% of the gross auction amount goes back to the farmer.”
Though it is obvious from your comments that much debate exists as to what fair trade is actually good for.
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