Full Text and Background on Measure O Top Ten Reasons To Support Measure O

Frequently Asked Questions about Measure O

Q: Exactly what would this law do?

A: This initiative, if passed, would require that all brewed coffee in the City of Berkeley, California be Fair-Trade, shade-grown, or organic. The initiative does not affect sales of ground coffee or beans.

Q: What's wrong with coffee that isn't Fair-Trade, shade-grown, or organic?

A: Almost all coffee that isn't Fair-Trade, shade-grown, or organic exploits workers and our environment. A massive crash in world coffee prices has pushed millions of farmers into poverty and is causing problems such as malnutrition and loss of family farms in Latin America, Africa, and Asia, and increased drug cultivation in Colombia and Peru. Intensive coffee farming has also caused major environmental destruction- such as pollution and loss of critical songbird habitat- through heavy deforestation and use of chemical pesticides, herbicides, and fertilizers.

Q: Why do we need a law about this?

A: Recent corporate scandals show that we can't trust businesses to keep their accounting straight, much less to act responsibly. We need laws to ensure corporate accountability and responsible consumption. Education and persuasion are a good start, but not everyone will buy socially and environmentally responsible coffee, nor will all companies and retailers offer it unless it is required by law.

Q: Why do we need Certification?

A: As explained above, recent corporate scandals show that we cannot take corporations at their word. We need outside monitoring and certification to insure social and environmental responsibility in the coffee industry. Coffee certified as Fair Trade, organic, and/or shade grown has been verified by an independent agency, giving us a product we can trust.

Q: Is this legal?

A: Yes. UC Berkeley Professor Jesse Choper, a constitutional law expert at Boalt Hall, said the sale restriction is "simply a regulation in the name of good coffee...It is a legitimate public interest and a nondiscriminatory business regulation."

Q: How would this law be enforced? Will this cost a lot of money?

A: City business and health inspectors enter shops already, so this could be done along with their regular duties- by simply asking to see the bags of coffee from which the shop brews its coffee. Private citizens can help enforce the coffee law through a complaint system, which is cost free.

Q: If the law passes, will our coffee cost more?

A: Berkeley cafés already sell high quality coffee that is the same price as Fair Trade, organic, and shade grown blends so a price rise should not be necessary. At most, the additional cost would be just pennies more per cup.

Q: Will this hurt locally owned businesses?

A: No. There are coffee shops in Berkeley that already sell nothing but Fair-Trade or organic coffee, and they are doing quite well. And with a law, all shops would be competing on a level playing field. Consumer demand for socially responsible coffee has grown rapidly over the past few years. In fact, Fair Trade coffee sales have doubled every year since 1999! Plus, these certified coffees taste great. People will still continue to buy coffee as much as before.

Q: Will this hurt small farmers?

A: No. Fair Trade Certification is free, and it is so easy that there are already thousands of certified farms. Fair Trade also gives farmers a premium for organic coffee, which helps them cover any organic certification costs. The Rainforest Alliance subsidizes shade certification costs, often entirely for small farmers. Farmworkers clearly understand the benefits of this measure- it is endorsed by Dolores Huerta, founder of the United Farm workers.

Q: Have other cities passed laws like this?

A: No, but several cities have passed non-binding resolutions stating that all coffee purchased by city government offices will be Fair Trade. These include Berkeley, San Francisco, Santa Cruz, Madison, Boston, Cambridge, and Oakland. The US Congress is considering a similar non-binding resolution right now. Berkeley can lead the way.

Q: What about the violation penalty of up to 6 months in jail or a $100 fine? Isn't that a bit harsh?

A: The penalty language, standard for a misdemeanor, is identical to that of a Berkeley recycling law. It simply provides a range for judicial discretion, while setting a maximum cap.

Q: Who endorses this initiative?