Coffee drinkers around the world are being asked to think before they drink
about where their coffee has come from and whether the coffee farmer got a
fair price.
Fair Trade is one way of ensuring that a fairer price is achieved, but
Ethiopia is pursuing a different route - trade-marking. A press release
follows with the detail.
PRESS RELEASE
Ethiopian Coffee Farmers seek Partners in the UK
Ethiopia has trade marked three of its finest coffees and is calling upon UK
coffee companies to sign licence agreements to sell them.
“There has been a huge amount of interest in other countries where more than
15 top-of-the-range coffee companies have already signed up and joined the
new coffee network. We are now calling upon UK coffee companies to do
likewise”, says Ethiopia’s Ambassador to the UK, Berhanu Kebede.
On the occasion of the UK launch of the film Black Gold*, Getachew
Mengistie, Director General of the Ethiopian Intellectual Property Office
said:
“Black Gold is an important film for Ethiopians and coffee lovers alike. It
offers an articulate testimony of appreciation for our finest coffees such
as Yirgacheffe, Sidamo and Harar and portrays the extreme difficulties
facing those who grow them.”
“For too long, once a container of coffee left Ethiopia its ultimate
destination was unknown and unknowable. The coffee effectively ceased to
exist! Farmers and all in the chain work very hard for very little to make
this possible. They have no idea of the level of appreciation among coffee
lovers overseas for their fine coffees. This is set to change as producers
and retailers come together in Ethiopia’s Trademarking and Licensing
Initiative.”
“We hope that all who now have the opportunity to see the film Black Gold in
the United Kingdom will act in support of Ethiopian coffee farmers to get
their fair share of the retail price by urging coffee companies to sign up
to join Ethiopia’s network of licensed distributors.”
There is a high level of recognition within the coffee industry for both
Ethiopia’s fine coffees, and its decision to trademark them and license
distributors.
ENDS
For further details contact the Ethiopian Embassy press office on 0207 838
3880, mobile 07717 603163. Further details on the dedicated website at: http://www.ethiopiancoffeenetwork.com/
or telephone: +44 207 801 0416
*PLEDGE TO SEE THE FILM BLACK GOLD - IN CINEMA'S IN THE UK & IRELAND NOW
Sign-up at www.blackgoldmovie.com/signup and pledge your support to raise
awareness and find out the truth behind your coffee cup
"Remarkable - A moving but scandalous story. Black Gold has extraordinary
power" - DAILY TELEGRAPH
"..riveting and jaw-dropping " - LA TIMES
"Scathing, Vivid and Galvanising" - Time Out (New York)
"It threatens to... shock consumers into thinking again about what they are
buying..."-THE TIMES
Supported by Fairtrade, Consumers International, The Co-op, AMT Coffee, Cafe Direct (Logos attached)
To celebrate the release of BLACK GOLD in cinemas - we are urging anyone and everyone in the UK & Ireland who might buy coffee on Friday 8th June, whether it be in their local coffee shop or in a supermarket, to think before they drink.
By asking just one question about how much coffee farmers get paid, you are helping to raise awareness about the truth behind your coffee cup.
National Coffee Day is supported by fair trade coffee companies and Consumers International the worldwide federation of consumer groups:
Richard Lloyd, Director General of Consumers International, said:
"Our sustainable coffee campaign fully supports National Coffee Day. Black Gold raises some shocking questions about what really goes into the coffee we buy. The giant coffee corporations must be held to account for their actions and consumers can help do this by asking how much of the price of their coffee actually gets back to the grower.
" Nick Francis and Marc Francis, co-directors and producers of Black Gold added: "We wanted to make a film which forced us as western consumers to question some of our basic assumptions about our consumer lifestyle. We hope people take up the Black Gold Challenge on June 8th"
Tadesse Meskela, general manager of the Oromia Coffee Farmers Co-operative Union, who features in Black Gold said:
"Our hope is one day the consumer will understand what they are drinking. Consumers can change things if awareness is given to them." The Co-operative Group's Director of Corporate Affairs and Social Goals Simon Williams said: "We are sure National Coffee Day will help to raise awareness of the benefits of Fairtrade products and the struggle of coffee growers in the developing world."
"As the first major UK supermarket to sell Fairtrade coffee, we are passionate about it and we are urging all our staff and members to see Black Gold."
Cafédirect's CEO, Penny Newman added: "I passionately believe in people power and would encourage you, the consumer, to look beyond the label and understand exactly what you are buying. From our experience we know you can have a delicious cup of coffee and make growers lives better by buying Fairtrade. So ask yourself the question 'How much did the coffee farmer receive for growing this coffee?' and if you haven't seen the film, go and see it.
" So remember, by asking one question about how much coffee farmers get paid, you are helping to raise awareness about the truth behind your coffee cup.
Simple
Just ask the question:
"Is the coffee fairly traded?"
You can make a difference.
Take the Black Gold challenge.
Wake up and smell the coffee.
100% Fairtrade coffee companies AMT Coffee and Cafédirect are supporting National Coffee Day. If you go to AMT Coffee with your Black Gold cinema ticket from June 8th you will get 50% off your coffee.
About BLACK GOLD:
Black Gold releases in cinemas across the UK and Ireland on the 8th June
"Everyone Should See it" - DAILY MIRROR
This June sees the launch of one of the most thought provoking documentaries you will see this year. In a time where everyone is more conscious about ethical and environmental issues, Black Gold opens up your eyes to the coffee trade and guarantees you'll never look at your latte or cappuccino in the same way again.
Coffee is one of the most popular drinks worldwide and in the UK alone 80% of people are drinking coffee weekly, but how many coffee drinkers understand the real story behind their morning jolt of coffee?
Black Gold is a powerful film which follows the mission of one man - Tadesse Meskela - General Manager of the Oromia Coffee Farmers Co-operative Union, as he battles to save his 74,000 struggling coffee farmers from bankruptcy. As his farmers strive to harvest some of the highest quality coffee beans on the international market, Tadesse travels the world in an attempt to find buyers willing to pay a fair price.
Directed by British film makers - Nick and Marc Francis, Black Gold has already sent shockwaves through the global coffee industry, prompting leading coffee companies to mount their own charm offensives.
The film has gained nationwide awareness through their unique request that people sign up on the Black Gold website and pledge to see their film. Demand has been so extraordinary that Black Gold looks set to be one of the most highly anticipated documentaries released in cinemas to date.
Running Time: 78 mins Certificate: U TAKE ACTION - PLEDGE TO SEE BLACK GOLD
www.blackgoldmovie.com For further information, images, clips, trailers and interview requests, please contact Rogers & Cowan: Caragh Cook on
