Press Releases

4/10/03

Two Leading San Francisco Restaurants Go Exclusively Fair Trade in Coffee Offerings

SAN FRANCISCO, CA (April 10, 2003) -This week, two of San Francisco's most acclaimed restaurants, Jardiniere and Acme Chophouse, decided to exclusively offer Fair Trade Certified™ coffee to their customers.

Fair Trade Certified coffee is part of world-renowned chef Traci DesJardins' mission to engage in socially and environmentally responsible business practices wherever possible. "My reputation is based on my serving my guests only the best; I will not compromise on flavor. I am equally committed to running a socially responsible business. I serve organic Fair Trade coffee at both of my restaurants because it tastes great and it is the right thing to do for the coffee growers and the planet." said Traci Des Jardins.

Paul Rice, CEO and President of TransFair USA, commented on the news from Jardiniere/Acme Chophouse. "By exclusively offering Fair Trade coffee to her customers," Rice says, "Traci DesJardins is not only helping us educate consumers about Fair Trade quality, but, as a thought-leader in these issues, she is also sending a powerful signal to other members of the restaurant industry about the importance of sustainable food."

Larry Bain, Director of Operations for both restaurants, is enthusiastic about setting an example for other restaurants to follow. "We already sent a letter to more than 20 close allies in the restaurant community in the Bay Area-encouraging them to support Fair Trade and assuring them that they can do this while maintaining the absolute highest standards for quality."

The decision comes at a critical time for the world's coffee farmers. Over the past five years, the world market price for coffee has dropped approximately 70%. Last year, prices dipped to 42 cents per pound-- the lowest ever in recorded history-creating a crisis for millions of coffee farmers around the world who have produced highest quality coffee for generations. Even today, with global coffee prices hovering around 60 cents per pound, most small family farmers are unable to cover their production costs.

By selling their coffee through internationally accepted Fair Trade standards, farmer cooperatives are guaranteed a fair price ($1.26/lb; $1.41/lb if it is also certified organic). Fair Trade allows farmers to cover their production costs and improve healthcare, housing, and education for their families. Higher incomes also allow farmers to devote more meticulous attention to their crops to ensure a high quality harvest. Today, more than half a million coffee farmers are able to make substantial improvements in their living standards and their farms because of Fair Trade.

About TransFair USA
TransFair USA, a 501(c)3 nonprofit, is the sole Fair Trade certification organization in the U.S. Since its founding in 1998, TransFair has certified over 23 million lbs. of Fair Trade coffee, returning more than $18 million in additional income to small-scale coffee farmers. TransFair also certifies Fair Trade tea and cocoa. To learn more, visit http://www.transfairusa.org

CONTACT:
Haven Bourque, Director of Marketing, TransFair USA, 510.663.5260
Larry Bain, Director of Operations, Jardiniere, Acme Chophouse 415.377.3813