Experts say more Canadians want Fairtrade coffee—at home and in cafés
Canadians love their coffee. One survey found that 75% of Canadians drink coffee every day, compared with 67% who drink tap water. That means around 29 million people enjoyed a cup in the past 24 hours alone.
Many coffee lovers also have specific tastes. Walk into any café and you’ll now see an array of drink options, customizations, and add-ons. But there is one thing Canadian coffee drinkers are increasingly looking for: Fairtrade coffee. The Fairtrade certification indicates that farmers and workers have decent working conditions, equitable trade deals, and receive fair prices for the beans they grow.
“We’re seeing a growing demand for products that support ethical practices and fair wages, which contribute to a more equitable global coffee industry,” says Aron Bjornson, Vice President of Marketing and Foodservice National Accounts for Canterbury Coffee, which has served Canadian businesses since 1981. In fact, “one in every two coffee drinkers are looking for certified coffee options.”
Many consumers want to know that their choices support ethical and sustainable practices. As Bjornson explains, “people are choosing certified coffee options because they believe it’s the right thing to do.” Certifications like Fairtrade provide reassurance that coffee farmers live decent lives and are properly compensated. This enables customers to feel good about what’s in their cups.
While Fairtrade coffee comes at a premium, and cost can be a key consideration for operators, businesses have a unique opportunity to support coffee farmers. They can strengthen communities and drive meaningful changes in the industry. Bjornson notes that Canterbury Coffee has been committed to this mission since 2001, when the company first began sourcing Fairtrade-certified coffee.
By choosing Fairtrade, businesses not only foster sustainability, they also position themselves as leaders in an increasingly conscious market. Many consumers want to support businesses that align with their values. As Bjornson notes, “the Fairtrade certification provides them with a high degree of confidence that the coffee they’re buying meets strict social, economic, and environmental standards.”
Tuning into Customer Needs
The Canadian Coffee Association reports that more people are drinking coffee outside of their homes in the past year, with café visits continuing to rise. A shifting market gives businesses the opportunity to encourage, evolve, and adapt to customers’ changing expectations.
For many Canadian café owners, serving Fairtrade coffee isn’t just good business; it’s a way to make customers feel heard and supported. People pay close attention to the decisions cafés make. Rather than focusing on what competitors are doing, the key is to prioritize what customers are asking for.
Canterbury offers a range of Fairtrade coffee options, including Indigenous-owned Spirit Bear, Thai Mountain Coffee, Canterbury Roastery, and BPI single-serve pods—meeting any café’s needs, says Bjornson. Explore what’s out there, “your customers, and the coffee-growing communities behind every cup, will thank you.”