Why Kicking Horse Coffee made a pricey decision to provide a product its customers hadn't even asked for.
By Jim McElgunn
CEO, Kicking Horse Coffee Co. Ltd.
Since we founded the company in 1996, 100% of our coffee has been organic. But for many years the supply just wasn't available for all our coffee to be fair trade, too. By 2007, we were at 60% fair trade and 40% non-fair trade.