Andrea Illy, third generation head of Illycaffè blasts Fairtrade:
“Our doctrine is that we will pay more for better quality [because] we will be able to charge the customer more,” he says. “[Fairtrade] is about paying a higher price for the same goods. That is against the laws of supply and demand.”
Illy, who has worked in the family firm his whole life, says consumers pay more for Fairtrade because they “want to feel good”. “It’s about solidarity not quality. Why not give to the Red Cross?”
He says Fairtrade, which requires farmers to pay thousands of pounds to become certified, is a “fad” that will die out and will not solve any of the problems faced by growers.
I've never really understood the point of Fairtrade, much less supported it. It's more marketing hype than actual, on-ground assistance to farmers.
