Selling the facts

This is a cost friendly concept for Stumptown Coffee by Packaging designer Fritz Mesenbrink. The Stumptown Coffee package includes slits for color coded cards that contained information about the coffee blend, grower information and location. This is a very "clever" idea since consumers are constantly aware of where their coffee comes from. Still this comes from a very common strategy of selling the story about fair-trading. For instance, Coffee giant Starbucks, in almost everywhere they claimed to got the most exotic and most fair traded coffee beans. Why do these producers put so much effort in showing how much they care about their foreign coffee farmers? The main reason is because coffee is all about socializing, culture, friendship from the outside, but for the inside it's always about the money. For profit-aimed companies it's nothing but the selling grades of course.