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25 Feb2016 Insomnia Celebrating 10 Years Fairtrade

Insomnia Celebrating 10 Years Fairtrade

A Look Back at 10 Years Fairtrade

In 2006 Insomnia took the decision to only use Fairtrade coffee beans in all our shops. This was a big decision for us at the time and we spent 6 months trialling different blends of beans as it was of vital importance that the taste profile of our fairly traded coffee was exactly the same as the one we had been using. There was also the minor matter of a cost increase of 8% which we decided to absorb as we didn’t want to pass on any price increase to the customer. Back then we sold about 25 tonnes of coffee per annum. In 2016 we hope to sell almost 220 tonnes of coffee.

Interestingly enough, even with our usage being 25 tonnes of coffee the conversion to 100% Fairtrade meant that we were responsible for Fairtrade Ireland having a 20% increase in their turnover in 2006 so it was a significant event for both parties.

Another aspect of Fairtrade that has always bothered me is that I believe that if you embrace Fairtrade, you need to embrace it 100%. Lots of companies advertise heavily their use of Fairtrade and it may be less than 10% of their overall coffee usage. All the coffee we use in Insomnia is 100% Fairtrade so I believe we are a credible partner who wholly embrace the values of Fairtrade and are delighted to share those values with our customers. 

 

We have tried to bring the coffee grower into our coffee shops by respectfully using images of the harvesting of beans and the life of the people where our coffee has grown. Our support of Fairtrade fortnight whereby we give 5 cent on every Fairtrade Beverage sold during Fairtrade fortnight has been very successful and funds raised will surpass 75K this year.

The money we have raised has been put to good use in the Oromia Coffee Farmers Co-Operative Union in Ethiopia. Insomnia have helped in a young girl’s empowerment and a library project in schools as well the purchase of much needed computer equipment for children.

The funds raised during Fairtrade Fortnight this year and for the past two years, have gone directly to the construction of a student Infirmary and Dispensary for the Hekima Girls School in Bukoba, Tanzania, our nominated Fairtrade project. To date, with your help, we have raised over €23,679 and aim to be able to successfully complete the final stages of this project with the money we raise during Fairtrade Fortnight 2016.

2016 brings with it added significance, not only do we hope to complete the final stages of construction for the Infirmary and Dispensary in the Hekima Girls School, but we will also be celebrating 10 years of Insomnia serving only 100% certified Fairtrade coffee beans, which is a massive accomplishment and one that we are immensely proud of, not to mention determined to continue for many more years to come.

We have made Fairtrade central to our marketing and ethics of our Company and have embraced it as a central value in everything we do. I have personally visited Fairtrade growing regions in Nicaragua, Ethiopia, Kenya, Tanzania & Zambia over the years and I have always come back with the view that selling only 100% Fairtrade coffee at insomnia is the best thing we ever did.

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