You’re shopping for a bag of coffee beans at the grocery store. After reading about the effects of climate change and how little farmers make – typically $0.40 per cup – you figure it might be time to change your usual beans and buy something more ethical. Perusing the shelves in the coffee aisle, though, you see too many choices.
First up is the red tub of Folgers “100% Colombian,” a kitchen staple – “lively with a roasted and rich finish.” On the side of the tub, you see the icon of Juan Valdez with his donkey, Conchita – a fictional mascot representing the Colombian Coffee Growers Federation.
