Browse along the coffee shelves in a British supermarket and one finds that buying their favourite beans is no longer a simple matter of the taste and price. These days, the importers and roasters are likely to tell more about the ethics of their business than the flavour of their products, ELIZABETH BLUNT, SPECIAL TO FORTUNE, reports from London. Addis Fortune November 30, 2009 This is true across the whole range of price and quality, from top-of-the-range specialist coffees to mass-market brands like Lyons and Nestlé. With just a little help from Nescafé and its partners, a community of farmers in a coffee-growing region in Ethiopia have been working to improve their own lives, and the lives of their children.” Supermarket brands are no different. Sainsbury’s packaging for its Ethiopian coffee promises a “FairTrade” guarantee that its farmers in Sidamo receive a fair price for the coffee they grow, while Waitrose claims on the packaging of its Mocha Sidamo that, “While the qu...