NCA Protecting Ethiopian Coffee Farmers?

NCA Says Opposed The Coffee Trademarks to Protect Ethiopian Farmers

In a recent visit to the National Coffee Association (NCA) website, I ran into a welcome message at the front page that reads:

"We serve the public, the coffee industry and our association members."

The overview page elaborates this statement further:

“[Since 1911,]…the NCA has helped American coffee companies through some of the most volatile periods in the nation's history, including two world wars, a depression, a cold war and numerous frosts, strikes and cartels, not to mention a wide range of consumer trends in the U.S. coffee market.

“That success is based on the Association's ability to respond to external issues, wherever and whenever they arise. Whatever issue has impacted the coffee trade, the Association has represented the U.S. coffee industry before the legislative and executive branches of government, including the U.S. Department of Agriculture, U.S. Trade Representative's Office, U.S. Food and Drug Administration and Congressional committees. Equally prominent has been the profile of the NCA in the international arena, advancing the American coffee industry before international trading organizations and with more than 50 coffee producing nations as the national voice of the U.S. coffee industry.”

With such clear mission and Starbucks' influence, it is not surprising that the NCA opposed Ethiopia’s coffee trademarking initiative. But the reasoning provided in the official statement, which sounds more sympathetic to the Ethiopian farmers’ problems is interesting.

NCA Statement on Ethiopian Coffee Trademarks reads:

“The National Coffee Association opposed Ethiopia’s attempt to trademark the geographical indicators Sidamo and Harrar (Harar) because such action would jeopardize the supply of these high quality beans and economically harm producers. "

Ethiopia says the trademarking project is a business strategy that would help the coffee farmers to hike themselves out of poverty. When the farmers earn a better price for their quality coffees, they will be encouraged to increase the quality and quantity of their production. This win-win situation also ensures a sustainable supply of coffee while preserving the natural agro-ecology.

The NCA doesn’t see it that way. They offered a home-made prescription adding:

“The NCA is committed to supporting sustainability and a socially responsible industry, and continues to stand by its offer to assist the Ethiopian government develop approaches that appropriately address their concerns.”

The Ethiopians said, “Let’s Have Our Name; We’ll Determine What is Fair!”

Now that each side is made aware of what the other wants, would NCA back off?