US food and consumer goods giant Procter & Gamble has launched its first line of fair trade coffee.
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Cincinnati-based P&G began selling the Mountain Moonlight brand, part of its gourmet Millstone line, on Monday, reported the Associated Press.
The move came after activists launched a public relations campaign and sponsored shareholder resolutions in favour of fair trade coffee, which ensures a fair price is paid to coffee farmers.
P&G spokeswoman Tonia Hyatt said the decision to offer fair trade coffee took into account discussions with the campaigners, as well as market research that indicated Millstone customers wanted to see a fair trade offering.
Less than 1% of coffee sold in the US falls under the fair trade banner. One of P&G’s rivals, Sara Lee Corp, began selling fair trade coffee in 2001, while Starbucks began selling fair trade coffee in 2000.
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