Most consumers in rich nations are attracted to organic and fair trade products but are put off by a baffling array of categories and sometimes fraudulent product claims, a coffee conference was told.
Selecting coffee beans has become a minefield of ethical options that include overlapping categories like Rainforest Alliance, Bird Friendly, Organic and Fair Trade. But buyers are also led astray by outright lies, delegates at the organic coffee gathering heard on Thursday.
"Most consumers want to do the right thing, but it is very confusing for them," said Bjarne Pedersen, principal policy officer with Consumers International, a global federation of consumer organisations.
He told the gathering of organic coffee farmers, exporters and roasters that misleading product information was the biggest threat to their tiny but rapidly growing industry.
"Across Europe, the US and Latin America we see many consumers concerned about the implications of their consumption patterns, conscious about their purchasing power and buying products they know will have a more positive impact on environmental and social conditions," he said.
Seventy percent of shoppers in Europe are attracted to organic or fair trade products for reasons including concern for the environment and their own health, and a wish to support impoverished smallhold farmers.