Wake up and smell the coffee's FT?

Do you remember in the 90's everyone seemed to be offering green this and environmental that and a big chunk of the stuff turned out to be spurious or dubious? Well it's a sign of the success of Fair Trade that there are signs of the big producers jumping onto the bandwagon with ethical trading substitutes that they are in control of [watch out for the 'for two years we'll pay them more than FT' -what happens after two years?] Let's hope that this guy is right: "'Consumers are not idiots. They will see the big brands exploiting the market and these companies will come off worse in the end as consumers see them as conmen.'"
Guardian Unlimited | Special reports | Are you smelling the right coffee?