People tend to only pay lip service to fair trade coffee, not least because of its taste. (They also might suspect it is a sham RD) https://www.sciencedirect.com/science/article/pii/S0195666318305142 …pic.twitter.com/ymvIzUmcBb
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Perhaps another way of saying that the producers consider their actual product to be the word "Fairtrade" on the label rather than the coffee itself, so they're not only virtue signalling with that label but selling the ability to virtue signal through the mere act of buying it?
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