30 Million Cups of coffee
This is why Fairfood started the WAKEcUPCALL initiative in May 2018. Together with Dutch coffee drinkers, we are shaking up the coffee world. Altogether, Dutch coffee drinkers drink about 30 million cups of coffee every day. Something awesome that we discovered, with research conducted with Motivaction, is that just under half (44%) of Dutch consumers say they are willing to pay more for their coffee in order to guarantee that coffee farmers are paid a fair price. The responsibility now moves to the coffee brands, they need to guarantee that fair price. If they don’t, about 41% of the coffee drinkers say they will switch to a fairer brand. Isn’t this a great message to the big coffee brands?