| The Fairtrade minimum price is that which a buyer of Fairtrade products is required to pay to a producer for their product. It is not a fixed price, but should be seen as the lowest possible starting point for price negotiations between producer and purchaser. It is set at a level which ensures that producer receive a price which covers the cost of sustainable production for their product. This means it also acts as a safety net for farmers at times when world markets fall below a sustainable level. However, when the market price is higher than the Fairtrade minimum, the buyer must pay the market price. Buyers are also required to enter into long-term trading relationships so that producers can predict their income and plan for the future. | Ethical, it’s what makes us different. Our Ethical label allows us to provide a wider range of coffees other than those available through Fairtrade, whilst continuing to reinvest a percentage of the profits back into the communities of the coffee growing regions. Ethical ensures that it is not only the coffee producers who benefit, but also those who live within the vicinity of the productive regions. Through our charitable partner Toybox, we ensure that all sides of equation benefit from reinvestment, Fairtrade for the farmers and Ethical for others. Toybox focuses upon the investment of funds into projects for street children. A tangible example of how profits from our Ethical label are improving the lives of street children in Latin America |