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Coffee is the second largest US import after oil and the USA consumes one-fifth of the entire world?s coffee, which makes them the largest consumer in the world of coffee. But many of these consumers don?t realise that most of the small coffee farmers receive prices for their coffee that are less than the costs of production, forcing them into a cycle of poverty and debt. The prices that are paid to the …

…removing employment and income from the country in question which would be an economic U-TURN for the country. The fair trade coffee satisfies both the general public and the farmers who get more money. This specialisation gives these fair trade companies a hand over the bid companies over the big companies as many want fair trade coffee, yet the higher prices for the fair trade coffee which is likely to deter a lot of people.