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BEN EMANUEL
Jittery Joe's coffee-roaster-in-charge Charlie Mustard with part of a shipment of
Colombian Fair Trade beans that came in iast month.
ing organization to the roaster to the public- and cash moves the
other way—it's undeniable that too much profit is being cut If
you want to help farmers, the economics of the solution are easy:
make their coffee a product in demand and cut out the middlemen.
To that end, lOOOfaces, which has been roasting for about a
year and a half, is committed to "connecting the roaster and the
grower," and it buys exclusively from Ecuadorian farmers at the
intersection of the Choco and Andes mountain ranges. Myers works
with the Maquipucuna Foundation, a project of the UGA School of
Ecology, to organize growers and educate them about rain-forest
conservation and sustainable agricultural practices. He regularly
visits Ecuador to cultivate an intimacy with the farmers and guide
them in achieving the best possible quality for their coffee.
"We try to celebrate the grower," Myers says. He realizes the el
ementary truth that the best way to support farmers financially is
to sell their goods. And the best way to sell their goods is to make
them a brand, distinguished for their superb quality. "We're build
ing a grower identity," Myers says.
In the politics of coffee, economics is just one consideration
among many, and lOOOfaces meets another new catchword of
concern head-on. "Shade-grown" is a designation relatively free
of Fair Trade's equivocations, and it pertains immediately to the
lives of Georgians. Dozens of bird species migrate yearly between
Georgia and Ecuador, and coffee grown on clear-cut farms jeopar
dizes their survival by destroying their habitat.
lOOOfaces' dedication to familiarity and transparency assures
that its farmers employ methods that leave the forests intact.
It's a gigantic responsibility in a region that contains 12 interna
tionally-recognized "Important Bird Areas." To further safeguard
the delicate ecosystem, lOOOfaces has established the Our Shared
Forests fundraiser, which collaborates with schools to raise money
for cross-continent conservation and to teach the truly global na
ture of ecology. Through the program, students learn that logging,
pesticides and cell phone towers in Georgia can be as deleterious
to bird populations as removing the tropical forest canopy.
Coffee, it seems, holds the new moral lesson that, in the 21st
century, social equity and the environment have been telescoped
i'rto one concern. Ultimately for roasters large and small in Athens
ind elsewhere, shade-grown, Fair Trade, Direct Trade and the
multiplying other monikers of enlightened consumerism are about
consciousness here at home.
Donn Cooper
www.healingartscentre.net
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Let’s Keep
Jekyll Island
Affordable!
A Petition Sponsored by the
Initiative to Protect Jekyll Island:
www.savejekyllisland.ora
Jekyll Island State Park is about to experience major
redevelopment. The Board of Directors of the Jekyll Island
Authority (the governor-appointed agency in charge of the
island) intends to upscale Jekyll's lodgings and various
amenities, pricing them beyond the reach of many Georgians.
To register your vote to keep Jekyll affordable, sign this
petition and share it with family and friends, neighbors and
colleagues, and anyone who might be interested in Jekyll
Island. When the lines are full, send the petition to Mind^T
Egan, 308 Old Plantation Rd. Jekyll Island, GA 31527. Then
print a hard copy petition from www.savejekyllisland.org
and keep going! Visit www.savejekyllisland.org for more
information on the threats to Jekyll Island. Thanks!
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wraaiwi www.AthensMove.com
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