Face of Fair Trade: Pura Vida Coffee

by Zarah Patriana

Published March 13, 2009 @ 12:08PM PT

Think Seattle coffee is all about Starbucks? Well, for this installment of Face of Fair Trade, we're featuring Seattle-based coffee company, Pura Vida Coffee. This coffee company that started in 1998 decided to put the power of capitalism business to work for the direct benefit of of coffee-growing communities in developing countries. Our Faces of Fair Trade series highlights different actors in the movement that have worked to shape and form Fair Trade. Here is Pura Vida's story.

What is your role in the Fair Trade movement?

Pura Vida is committed to selling 100% Fair Trade, Organic, and Shade-Grown coffee.

How did you first get involved with Fair Trade?

Pura Vida Coffee has been a leader in the Fair Trade movement from the beginning in the US. Pura Vida was started in 1998, the same year that Transfair USA began and together Fair Trade became a reality in the US marketplace.

Why is Fair Trade important to you/in general?

Fair Trade represents a social minded approach to business. The philosophy of Fair Trade, primarily the aspect of putting the farmer first, aligns with the purpose and mission of Pura Vida – Create Good in the lives of coffee farmers and their children.

What do you see as the challenges of the Fair Trade movement? In addition to this question, what do you see as a challenge for the Fair Trade movement with this whole 'financial crisis' talk?

I see two primary challenges with Fair Trade. First, even with a guaranteed price for coffee, this price is still not high enough for small family farmers to be empowered out of poverty. Most of these farmers need to diversify into other products and/or markets. Pura Vida is committed to giving back to these communities through economic, health and education projects.

The financial crisis is a major concern for these rural farmers. As people tighten their spending in the US, the poor will suffer even more. It is of utmost importance that now, more than before the financial crisis, that the truth of the rural coffee farmer be told to the consumer. People most understand that what one decides to buy has a direct effect on so many others, especially the people of developing nations.

Why is 'free trade' not 'fair trade'?

Free Trade simply opens the boarders for nations to do business without high taxes or tariffs. Free Trade does not work at the micro level of the rural farmer. Free Trade may allow a company to do business with another country but it in no way looks at the quality of life of the individual producing the product, Fair Trade attempts to do this, it is not perfect but it is a great start.

Is there any background/general information you want to add?

Please take a look at the Pura Vida website to learn about all that we do to Create Good. Also, a brief history can be found about us here.

Better yet, you can check out this short video all about Pura Vida Coffee. Also, on their site, you can win some free coffee apparently when you share your story of 'creating good'. Thanks to Jeff at Pura Vida for taking the time to share their story.