Specialty Coffee Vs Fair Trade Coffee

The Specialty coffee market is an ideal group of consumers for Fair Trade coffee. Though Specialty coffee “only accounts for less than 20% of the coffee market, it also accounts for more than 40% of coffee profits” (Linton, 233). These consumers are already willing to spend a bit more on their coffee; they are clearly driven by factors other than price when purchasing coffee and many of the factors that draw people to specialty coffee are already a part of Fair Trade coffee. In the past five years, there have been more and more ethical companies because consumers want to support companies that do good (Hira, 107). Consumers who buy specialty coffee have a desire for sustainable coffee, “ grown in a manner that is kind to the environment and