Making Informed Decisions
As consumers we are constantly faced with many choices when making purchasing decisions, from the price we are willing to pay, through the selection of different products and brands, to the perceived benefit we are expecting to get from the product we consider buying. And if we add to the mix the abundance of different product certifications the same product can carry, the shopping experience can be truly overwhelming. Personally, this is not a bad thing since it is much better to have choices than none at all. Of course, understanding the difference between products and brands is where being informed is very important.
Coffee is no different. The same, single origin coffee can be organic, fair trade, or fair trade organic. What do these different designations mean? What does it mean to be certified? First and foremost, a certification means that a third party organization is certifying the validity of the statement. Without this certification the symbol or logo cannot be used on the product. This is to protect us as consumers. I have selected a few of the certifications that our coffee can carry and will briefly explain them here.
Organic – refers to coffee that has been grown in accordance with organic farming standards which exclude the use of fertilizers, pesticides and other chemicals. These strict requirements also apply to storage, processing, packaging, labelling and shipping. In a nutshell, organic standards must be adhered to throughout all production and distribution stages, all the way from the field to the final consumer. Who formulates these organic standards? In many countries they have been established and are maintained by the government but in other parts of the world there is no organic legislation at all. Our organic certification is verified by and provided to us by the Organic Crop Improvement Association (OCIA).
Fair Trade – this certification is about the farmer. The fair trade movement was created to help producers in developing countries obtain better prices in the marketplace. Even though its main goal is economic, its long term effect is social, environmental and economic sustainability. Our fair trade certification is provided by Fair Trade Canada.
Rainforest Alliance –this certification was born out of concern for the environment. The Rainforest Alliance organization is an NGO devoted to protecting biodiversity on our planet and committed to conserving resources for future generations through sustainable practices. Products carrying the Rainforest Alliance seal come from farms that meet the strict RA standards and criteria. Our offering of Rainforest Alliance products is usually limited to coffee from one origin at a time.
Halal - is an Arabic word for lawful. Anything that is permitted under the Shariah law is considered “Halal” and so is our coffee! The Halal status of our products is verified every year by the Halal Monitoring Authority of the Canadian Council of Muslim Theologians.
Kosher – refers to food items conforming to Jewish dietary laws. Our entire product offering is Kosher which is verified on an annual basis by the Orthodox Rabbinical Council of British Columbia.
Natural – there is no certification mark or 3rd party organization or logo to indicate natural and that is why it is not put on our coffee. Natural is not mandated or managed by government departments or agencies either, so when you see the word natural on the package it is being used by the manufacturer to indicate or imply that the product was produced naturally. There is a lot of confusion about natural for this very reason.
These are just a few of the certifications that you can see on products with our logo – SWISS WATER® Process. They all focus on different aspects, be it health, religion, ethics or concern for the environment. And when we choose to purchase a product or brand we are drawn to what resonates with our passions and interests. It’s all about choices after all. Just like choosing decaf!
Category: Coffee Drinker
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