Striving to go beyond fairtrade, discover « Sharetrade » | Café éveil
Café Spécialité Coffee
Terroir • Single Origin • Sharetrade

Striving to go beyond fairtrade, discover « Sharetrade »

Fairtrade was an unprecedented step for agricultural producers, particularly in the coffee, cocoa and tea sectors. It helped to organize a sustainable trade from which producing communities could enjoy more of the profits according to a more transparent and responsible value chain. Café éveil decided to go even further to break the current value chain. It has introduced a much fairer value chain they call « Sharetrade ». This new commercial approach embraces several principles that it holds sacrosanct.

The « Sharetrade » commitment: pour 100% of the profits back into the community

Fairtrade paved the way in this area by paying back a percentage of the profits so that coffee producers could invest in improving their communities and organizations. With « Sharetrade », 100% of the profits are brought back to local communities and then invested in education, health and nutrition. This empowers the community to grow and become autonomous. Café éveil chose the community of Santa Rosa, Guatemala to launch its community projects.

We have a 360-degree vision: everyone does his or her part to achieve a thorough and more relevant social impact.

– Martin Brière

With « Sharetrade » all players are involved

When you buy a cup of fairtrade coffee, you may not necessarily know what is hidden behind the brand. Some fairtrade certifications only take into account production, while others cover export or processing as well (Équiterre has published a comparative grid of different fairtrade labels to help consumers find their way). With the « Sharetrade » approach, the entire value chain is reinvented so that one and all are involved and nobody is left out. As Martin Brière explains, We have a 360-degree vision: everyone does his or her part to achieve a thorough and more relevant social impact.

« Sharetrade » promotes direct trade with the coffee farmer

Unlike fairtrade, « Sharetrade » privileges direct trade. By reducing the number of players in the production chain, it reduces the number of companies making a profit from the coffee. This way, more leeway is given to producers. Café éveil’s partners have traveled regularly to Guatemala to meet coffee growers and establish direct partnerships. They succeeded to select a single source of premium quality coffee as the base for a Specialty coffee that ranks among the best in terms of taste and social impact.

Au-delà du commerce équitableAu-delà du commerce équitable

« Sharetrade » involves the entire community

The founders of Café éveil insist on meeting the community of Santa Rosa and ensuring that individual members become involved in the projects, from heads of schools to parents and children. The community has a role to play to develop its autonomy. As Jean-Guy Charron explains, the purpose of « Sharetrade » is to render the community autonomous and to reproduce the model in other communities.

« Sharetrade »: know-how and respect for the land

Our roaster Luc Alary works directly with farmers to develop custom-made specialty coffees. These coffees showcase the rustic accents of each terroir.

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Luc’s involvement does not stop there, however, as he is also involved in the complete vision of the Café éveil project. He accompanied Café éveil’s partners on their trips to Guatemala, put through the company and farmers, while sharing his passion and coffee expertise with the aim of developing the Café éveil product line. And he does it while scrupulously respecting the characteristics and aromas of the land.

The « Sharetrade » value chain involves retailers too!

Although it is not evaluated for fairtrade, the supply chain is crucial, and retailers contribute to it with « Sharetrade ». If everyone in the value chain does its part, it is fair to expect that retailers will also agree to add value to their traditional role. By distributing Café éveil, retailers become Sharetrade partners. We felt it was essential to involve retailers at several levels: the development of products, a contribution to the financial effort and the financial statement review process, says Michel Charron.