Wen Jiahui

GEK1005- Tutorial #4
1. What does Daniel Jaffe (2007) mean by saying that contradictions exist in the international
standards governing the growing and distribution of coffee that they do not address the
social, economic and cultural needs of coffee growers?
Fair trades primary aim is to achieve fair price for the farmers in exchange for their coffee beans.
However, the international standards state that certifications are required to be involved in the fair
trade system and certifications processes are actually very costly. The costs of certifications form a huge
proportion of the farmers income even after selling their beans at fair price. In addition, the
international standards hope to promote environmental protections but they are being insensitive to
the farmers environment and cultures.
2. What particular issues relating to sustainability can you identify in the consumption of coffee in
Singapore, and why are they important?
The lack of awareness and misconception are issues that will deter the sustainability of consumption of
coffee in Singapore. First, Singaporeans are unaware that not every brands in the market practice fair
trade. Second, Singaporeans are misled by the idea that fair trade products are more expensive as they
are extra costs involved. Instead, conventional trade products are more expensive as the trade chain
involves more parties and more commissioning. Since Singapore is heavily dependent on imports, these
two issues pose problems to the survival of fair trade coffee market. No demand from consumers will
result in now supply and hence, no market.