Renamed Just Us Coffee brand will highlight women's role in production
Here is a copy of the winning entry:
“Our biggest step towards ending social injustice in the world is taken by breaking the poverty cycle and recognizing the central role of women in food production.” Renaming the coffee Tierra Madre (or Earth Mother in English) recognizes how central women are in all aspects of coffee production, and how this vital role, from seed to cup, helps ensures the success of Fair Trade coffee. As Vandana Shiva acknowledged when she visited Just Us, women are the main face of agriculture around the world, and their skills and knowledge are indispensable. In many rural villages, coffee now defines a great deal of their identities, and sustains their families. As this production is affected by climate change, women in many regions are meeting these challenges head on by joining together to form a collective that is a real catalyst for change. In communities like the Sonomoro coffee cooperative in Peru, coffee production is being affected by unpredictable rainfalls, season change, and the threats of the fungus “La Roya” wiping out their main source of income. For the women in this community, moving forward means getting educated. They have attended training to learn how to mitigate climate change and best care for their land, and then have taken the further steps of training other communities, and speaking at Fair Trade conventions. Women such as these are moving forward in their struggle against poverty with strength and resilience, by creating and expanding the collective of support around climate change. Positive woman led initiatives like these should be acknowledged and honoured. As a visible supporter of women in agriculture, Just Us renaming their coffee ‘Tierra Madre’ is a wonderful way to further celebrate how often women are the ones to sow the seeds of change.