As Students Promoting Fair Trade (SPFT) would tell you, coffee -- usually thought as a lifesaver during midterms or a constant companion while writing papers -- in fact has a much more interesting story than being a run-of-the-mill caffeinated drink.
Fourth-year College student and Secretary of the SPFT Lizzie Heaney said it is important to distinguish what fair trade really means.
"Many people mistakenly categorize Students Promoting Fair Trade as an anti-free trade group," Heaney said. "Fair trade is not a policy ideology. It is a certification that indicates to the consumer that the product was produced by a farmer who earned fair wages, used sustainable growth methods and is a part of a community co-op that empowers women and values health and education. Fair trade works within the free trade market economy to promote sustainable development."
Fourth-year College student and SPFT Public Relations Director Jessie Katz said she didn't find the student body at the University to be highly aware of the fair trade options.
The fair trade issue "is not that widespread at U.Va. just yet," Katz said. "We are a relatively new organization, and a lot of our efforts have been geared towards promoting awareness."
Finding room for improvement in regards to awareness of fair trade at the University, Katz said she has observed a trend where fair trade is finding its was into the general consciousness.
"I am not so sure if it is that widespread yet, but on the business side, I think [fair trade] is becoming the hip thing to do," Katz said. "They are realizing the benefits of fair trade being a specialty market."
Third-year College student J.P. Theroux said this trend should be seen as something positive.
"The fact that fair trade is becoming a popular thing is a good thing," Theroux said. "There is usually a negative connotation with things being too trendy. But it actually has a positive effect for the cause because it is a really easy and effective way for people to learn about the issue."
According to Heaney, SPFT's activities are currently most focused on coffee, due to its high consumption levels among college students.
"Coffee is perhaps the most consumed product among college students, so it is the best and most practical way to increase awareness about fair trade options," Heaney said. "But, of course, we want to branch out and move onto other products in the future. For example, we are giving out fair-trade chocolate on the Lawn for trick-or-treating on Halloween."
Katz said, for the last couple of years, the main objective of the organization's campaign, "Make Sure They Know You Want It," has been to work with dining services to have one fair trade coffee option anywhere you can buy coffee on Grounds. Fair trade options will be available at Java City at the Bookstore, C3 at the O-Hill Crossroads and the Pavilion locations and the Greenberry's at Alderman Library and the Law School starting Nov. 6.
Although the results of the campaign are satisfactory, Heaney said the real success lies in students asking for fair trade coffee.
"Fair trade is a consumer-oriented concept, so the key to it being effective is people recognizing fair trade options and asking for it whenever you are buying something," Heaney said. "The system falls apart if people don't ask for it. U.Va. is a microcosm of the much bigger trade relations. If there is no demand for fair trade options, then the system will fall apart."
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