BACKGROUND

• Sertifikasi fairtrade yang diinisiasi oleh Starbucks melalui Fairtrade International adalah skema perdagangan yang memungkinkan baik bagi petani kopi untuk mendapatkan harga produk yang adil dan bagi pemilik bisnis untuk mendapatkan produk biji kopi terbaik. Starbucks menginformasikan bahwa etika bisnis yang diterapkan melalui fairtrade telah meningkatkan pendapatan petani-petani kopi di banyak negara seperti Rwanda, Brazil dan Indonesia. Melalui studi pustaka dan penyajian deskriptif analitik, paper ini mencoba membandingkan kembali skema fairtrade starbucks yang diterapkan di Mexico dan Kenya

• Bagaimana Bentuk atau Skema Penerapan Sistem Fairtrade Starbucks pada Petani Kopi di Mexico dan Kenya • Apakah Penerapan Fairtrade Starbucks

Mampu Meningkatkan Pendapatan Para Petani Baik di Mexico maupun Kenya

RESEARCH QUESTION

LITERARY REVIEW

• The Coffee Paradox: Global Markets, Commodity Trade and The Elusive Promise of Development, oleh Benoit Daviron, Stefano Ponte. • Coffee is the largest traded commodity after

oil, people around the world consume 3 millions cup of coffee, triple growth. • Namun dari tren ini para petani hanya

mendapatkan 1 cent dari tiap cangkir kopi, pendapatan para petani turun hingga 20% pertahunnya.

• This unequal distribution caused by 3 factor, 1. penurunan harga komoditas pertanian di

banding manufaktur dan jasa 2. kelebihan pasokan komoditas (supply) kopi di

pasar dunia dibandingkan dengan permintaan (demand) kopi pada tahun 1989

3. tumbuhnya perusahaan-perusahaan raksasa pada perdagangan internasional yang menggunakan posisi mereka dalam mata rantai dari produsen ke konsumen akhir untuk meningkatkan bagian mereka dari nilai tambah dengan produk asli.

LITERARY REVIEW

LITERARY REVIEW

• Globalizing Justice within Coffee Supply Chains? Fair Trade, Starbucks and the Transformation of Supply Chains Governance, oleh Kate Macdonald

1. Pendapatan Nicaragua dari ekspor kopi mencapai 30% namun hidup petani sangat miskin

2. Hal ini disebabkan oleh system konvensional mata rantai supply yang sangat panjang sehingga membuat para petani kesulitan mengakses pasar

3. Ketiadaan peran pemerintah juga membuat kondisi petani dan produsen kecil sangat memprihatinkan

• Fairtrade System mengubah kondisi yang sedemikian itu menjadi lebih baik. • Fairtrade system yang diperkenalkan oleh ATO

(alternative trade organization) memotong jalur distribusi kopi yang tadinya bertingkat tingkat menjadi hanya tiga tingkat. • Sementara Fairtade System Starbucks “demands that

suppliers meet minimum requirement for both quality and ‘economic accountability’. This requires full traceability of coffee from individual producer to starbucks, and also what starbucks consider to be acceptable levels of equity in distributions of profit across the supply chain”

LITERARY REVIEW

KERANGKA TEORI

• Fairtrade is a trading partnership, based on dialogue, transparency and respect, that seek greater equity in international trade. It Contributes to sustainable development by offering better trading conditions to and securing the rights of, marginalized producers and workers, especially in the south. Fair Trade Organizations, backed by consumer, are engaged actively in supporting producers, awareness raising and in campaigning for changes in the rules and practice of conventional international trade

• Prinsip Prinsip Fairtade 1. Market access for marginalized producer2. Sustainable and equitable trading

relationship3. Capacity building and empowerment4. Consumer awareness raising and

advocacy5. Fairtrade as a “social contract”

KERANGKA TEORI

METODE PENELITIAN

• Penulisan paper ini menggunakan pendekatan kualitatif deskriptif, pengumpulan data dilakukan dengan studi pustaka dan penelusuran dokumen.

PEMBAHASAN

• At 3.8 million 60-kg bags during the 2004-2005 period, coffee remains one of the pillars of rural Mexican production. It is the fifth-largest crop in terms of area cultivated (780,000 hectares) and the direct source of half a million jobs (482,716 registered producers) and 3 million additional jobs in related sectors

• Production costs are estimated at US$1 per pound; the price per pound was US$0.41, the Consejo Mexicano del Caf (Mexican Council of Coffee) calculated losses at US$300 million

• CNOC estimates that producers have lost 65 percent of their income since 1989

• Fair Trade, which guarantees producers a minimal selling price of US$1.26 per pound, US$1.41 for organic coffee, has been one of the features that allowed coffee-producer organizations to survive, grow, and become consolidated during times of crisis.

• In 2005, the 38 Mexican coffee cooperatives registered with the Fairtrade Labelling Organization (FLO) sold 1,740,753 kg of produce in the Fair Trade market.

• At the same time, it also points to the risks of rejecting corporations, as they will start supporting rivals.

• For example, Starbucks has established contracts with cooperatives in the Chiapas highlands that provide its Shade-Grown coffee. The company sets the quality standards and provides the necessary advice, training, and certification through an organization financed by Starbucks itself, Conservation International.

• In Mexico, Starbucks buys its coffee exclusively through AMSA, but, in order to compensate growers for their best practices, it lowers the profit margin of the commercial intermediary. AMSA makes up for this loss by increasing the processing costs for the growers.11

PEMBAHASAN