"He that is without sin among you, let him first cast a stone at her."Jesus said according to the Bible. But there was no one there who was without sin (well apart from the man himself).
And now we can indulge coffee without guilt, from Guilt Free Drinks.
Somewhere, I get a bad aftertaste from this. It is partly because I find it weird marketing a product on being free from guilt. And perhaps even more, that it is such a simplistic thing to believe that just by buying a particular product you are "doing good", which is what they want to convey. And perhaps I am also a bit irritated about overstating the effect of a certain action. Too many companies use "save the world by buying my stuff" slogans, while in most cases you save the world better by buying nothing..
Addendum: I got a comment from the company, see below. I am sure they want to do good and that their product, organic and fairtrade most likely is a better product than coffee without those certifications. I haven't had the opportunity to taste the coffee myself. My post goes a bit further in discussion though.
This triple certification, organic, fair trade and carbon neutral is demonstrating a strong trend of "added value". And also that is all fine and good - but the coffee growers still only get a tiny fraction of the price of that coffee. In the end "added value" is exactly about moving things further away from the raw materials, in reality or just in perception, which then can motivate a higher price. But in many cases "added value" is actually a worse product than before the value was added (I don't claim that is the case with coffee though. Not roasted coffee, directly from the tree doesn't make such an interesting drink...)