Nabob Aims to Promote Sustainability in its Coffee

Lately I have been purchasing Nabob coffee instead of Maxwell House. My reasons for doing so are not exactly clear to me. Perhaps it is because I like the name. A search on the internet revealed that the word Nabob refers to a person of wealth and prominence -- hence the association of the coffee with a person who can afford the best coffee available.

Nabob coffee is a brand that is sold in Canada and produced by Kraft Foods. The Nabob Coffee Company originated in Vancouver, British Columbia in 1896. After several buy-outs, it was eventually purchased by Kraft Foods in 1994. Nabob also produces several blends, including Medium and Dark roasts, which are further sub-divided into a variety of blends, including Swiss water decaffeinated. Its slogan is "better beans, better coffee."

According to the Nabob web site, the company is in partnership with the Rainforest Alliance to support sustainability in three key areas: Environmental (to give wildlife a safe habitat, protect deforestation, and limit the use of chemical pesticides), Social (to provide workers a safer and healthier work environment, as well as better access to medical care, education and housing), and Economic (to improve farming practices, which results in improved profitability for the farmers and fair wages for the workers). There is no actual mention of Fair Trade buying practices, however.

According to the Nabob web site, the Rainforest Alliance was formed in 1987. Working in concert with a variety of non-governmental organizations, the Alliance has developed a socio-environmental certification program for agriculture. This program combines "respect for people and their environment with consideration for rural traditions and local cultures."

Each year, an audit team from the Alliance visits the farms to determine how the farm measures up to the comprehensive social and environmental standards developed by the Alliance. These audit teams are made up of local people who talk to the workers to determine what improvements should be made.

At present, all Nabob Rainforest Alliance coffees contain a minimum of 30 per cent Alliance certified coffee. The company plans to increase this percentage over time to further support sustainability in its coffee production.