THE TOBY'S ESTATE SUSTAINABILITY PROJECT

WHAT'S IT ALL ABOUT?

At Toby's, Sustainability is all about doing business the right way. Toby has always felt strongly about ensuring that our trade in coffee, tea, cocoa and other products has beneficial effects on all involved, from the producer right through to our customers. This means going direct to the origin to meet the growers and cooperatives, and choosing the highest quality products from people who respect their land, and their workers. We in turn respect this commitment by paying the premium prices deserved for such a fine product. Our coffee will never be the cheapest on the market, but the value for money in Toby's Estate comes from quality and integrity, not discounting. To us, the difference is clear; coffee, tea and cocoa are not just commodities to be bought and sold at the lowest possible prices, they are fine food products, the result of intense manual labour and generations of expertise, carefully selected and processed to bring out their best aspects. By receiving fair prices and passing them along to the producer we feel good about the way we do business, and our customers can feel a genuine sense of contribution to a fairer world and sustainable land use.

WHAT ARE WE DOING?

Toby travels the world (on carbon neutral airfares, of course!) visiting the growing countries and making friends with producers whose vision of sustainability we share. Yes, it's a tough job, but he has to do it. The relationships he cements enables us to buy top quality produce exclusively for Toby's Estate, at prices set by the grower, not the commodities market. We regularly trial new materials seeking more environmentally friendly packaging which can still deliver on the promise of quality. We also continuously examine operational areas of the business, and stay abreast of new products and technology which can improve the sustainability of our general functions. Toby's Estate continues to support initiatives such as Fairtrade, Organic Certified and Rainforest Alliance in their efforts to improve the methods and rewards for growing coffee, tea and cocoa in developing countries around the world.

FAIRTRADE OR DIRECT TRADE- WHAT'S THE DIFFERENCE?

Many companies are starting to advertise "Direct Trade" as the source of their raw materials, with the suggestion being that this is an ethical way of buying from a producer. We are actively pursuing Direct Trade as a way of securing our coffee in the future, and believe it's a great way to do business. So, is this the case and where does it fit compared with Fairtrade?

The Fairtrade Labelling Organisation is a company which registers producers and processors as FLO members. To the producer, this means they must be adhering to widely accepted minimum standards with regard to the sustainability of their agriculture practices and treatment of workers. In return they will receive a guaranteed minimum price for the produce they are able to sell with the Fairtrade label, with premiums being generally used for improvements to equipment resources, health and education facilities, or simply as extra cash. Processors must pay the premium for Fairtrade labelled goods, plus a quarterly license fee based on a percentage of sales. They are then able to sell the final product with a Fairtrade label attached proving its origins. Both producers and processors may be audited once a year to check adherence to standards. Fairtrade benefits the producer by assuring a minimum price for goods sold through the FLO market, although there is no guarantee of volume on that market; consumer demand dictates volume. The producer also benefits from support provided through the FLO co-op which can help with access to finance and sources for sales and buying of goods. The processor can benefit through the FLO label via the visual evidence they are trading ethically. This is a great initiative.

Direct Trade is a different approach. Doesn't it seem unfortunate that a huge organisation with large administration costs is required to provide an avenue for businesses to do the right thing by the producers? What if business voluntarily did the right thing, and purchased from producers who use sustainable methods on their farms, who treat their workers well, and who charge prices which cover the production costs? This is what direct trade is all about- processors in developed countries taking a personal interest in the source of their raw materials. There is more work involved because the buyer must also become the importer and manage the extra processes required, but the benefits are significant. The producer is rewarded for their sustainable practices by receiving the price they want. The buyer will be happy to pay a higher than industry standard price because they are competing to buy a reliable supply of premium product. In this way both parties can get a fair deal, and the final consumer can still feel good about their purchase.