Progreso is run for the coffee growers. They own a share of Progreso, so they profit directly from the success of the business. It is their coffee sold in their café. They also receive a guaranteed fair price for the coffee they supply.
Progreso coffee bars are the antithesis of the global corporate coffee chain, with better product and real heart.
Progreso website has been taken offline since
Friday 26 February 2010 09:54 GMT
Some photos thanks to lucyrubberduckie99
The Guardian Unlimited, 23 May 2006
One wonders how the spectacle of 77 delegates sipping coffee at today's International Coffee Organisation (ICO) meeting in London would look to the 25 million coffee farmers who produce it for them, or how the farmers might look to those delegates - or whether any reflection on the farmers' poverty, so assiduously maintained by the coffee companies, might in some way affect the taste of their coffee.
Travelling through Ethiopia last year I saw the devastating effect that corporate greed is having on farmers. The men and women I met were bemused by what they imagined was our unwillingness to pay a decent price on the high street. None of these people had ever been told what we in the west pay for a cappuccino (in many cases the equivalent of an Ethiopian family's weekly income). The information was met with incredulous laughter. Obviously, they were curious: if we the customers weren't depriving them of their money, then who was?
As one of the directors of Cafe Progreso (a chain of fair-trade cafes in London, which involves the farmers themselves as shareholders), the purpose of my trip was to meet the farmers who provide our coffee. While their circumstances, I found, were still desperate, it was clear that real benefits are beginning to emerge as a result of fairer trade.
Oxfam and other agencies are calling upon the ICO to give small coffee farmers the support and assistance they need, so that they can have at least a share in the benefits of their labour. In 2006 there is a historic opportunity to make this happen as ICO members renegotiate the International Coffee Agreement.
Director of Cafe Progreso
Colin Firth: My toughest role ever
The Independent UK, 16 July 2005, by Marina Cantacuzino.
HOW DO you tell consumers that their cappuccinos are driving someone somewhere deeper into poverty? How do you kick down the doors of the big coffee roasters until they're shamed into trading fairly? And how do you use celebrity to make a noise without trivialising the issue? These are just some of the dilemmas facing Colin Firth since he took on the role earlier this year as a director of Progreso " a new coffee chain whose appearance on our high streets may finally provoke Starbucks and its competitors to recognise the humanitarian crisis that lies behind the coffee they sell.
The vision for Progreso is surprisingly subversive "a global chain that offers individuality to the customer without pushing the brand, a business that pumps any value added back into the hands of producers. Giving the coffee growers of Honduras, Ethiopia and Indonesia a percentage of the business has never been done before on our high streets. Nor has appointing as a board member a respected big-name actor, albeit one still best known, a decade on, for his sodden exit from a pond as Mr Darcy in the BBC adaptation of Pride and Prejudice " a part that earnt him the epithet 'the male Ursula Andress'. Firth's only credential is his burning desire for change.
If there's one key thing he's learnt, he says, it's that the coffee market fails the poor. It's a shameful story of complacent governments, bullying multinationals and millions of coffee farmers around the world facing economic ruin. Few of life's little luxuries can leave such a bitter taste in your mouth " and there seems little prospect of recent events at Gleneagles making much immediate difference.
Firth's position on the board, which until now has been deliberately underplayed by star, chain and part-owners Oxfam alike, shows a level of commitment rare among celebrities, whose endorsement is sought like gold dust by charities; it's also an indication of just how seriously he takes his new role. This is not a gimmick: Firth has been to Ethiopia to see Progreso's coffee producers at work, visited Glasgow where the roasters Matthew Algie operate, and plans to roll up his sleeves and get his hands dirty too. He has already had his health and safety training and taken his turn behind the counter as a barista. 'Having Mr Darcy serve the coffee is a practical way of using my profile without giving everyone earache,' he says. Indeed, when he turned up for work at Progreso's Portobello Road branch last month, it seems that customers took it fairly in their stride. 'People seemed to think there was nothing more normal than having me serve their cappuccinos and espressos,' says Firth, and he promises to do it again.
He has been back from Ethiopia for a few days when we arrange to meet at the caf. It's here, on what he calls 'home turf', that he likes to hold his London meetings. Although Ethiopia has evidently made a powerful impact on him, he's only too aware that the world doesn't need to hear about yet another celebrity in Africa, especially after Live8. 'If you're going to sustain commitment to any of this,' he says, 'there comes a point you can't feed off the buzz. Even being horrified is a buzz. You've got to get involved on an ordinary everyday basis.'
Progreso looks much like any other slick multinational coffee chain , but here only fair-trade coffee is on sale. By cutting out the middlemen, coffee farmers in the developing world get a fairer price, while consumers know that, unlike at Starbucks, every cup guarantees a fairer deal for the farmer. Wyndham James, Progreso's chairman and formerly Oxfam's trading director, explains. 'Our motto is sin caf no hai maana,' he says, 'which has two meanings in Spanish " 'without coffee, mornings are no good', and, 'without coffee, there is no future'. That is the story behind coffee which Progreso wants consumers to understand and care about.'
James is struck by Firth's sincerity and commitment. 'He wants to work in something that makes a real difference,' he says. But, quite apart from being a dedicated board member, James knows that Firth is a powerful draw to punters. On the day we meet, there is a gentle buzz around him as he takes his place in the line for a coffee.
That should come as no surprise. Firth has achieved a reputation " unwarranted, he always maintains " as one of the nation's most eligible bits of posh, a dashing-but-stoical ladykiller, after starring in Fever Pitch, Bridget Jones's Diary, parts 1 and 2, and Love Actually.
We start by talking about his trip with Oxfam to Ethiopia " a nation whose future is tied up in coffee. Witnessing the gross power imbalance between the penniless farmers and the profiting roasters was the start of what he calls 'a very sobering education'. 'I'd read all the reports, done my homework, digested the facts,' says Firth, 'but actually meeting people whose dream is simply to earn enough to buy a tin roof or send their kids to school, makes it real. You're faced with emotional implications, the sheer and simple unfairness of it all.'
Ever since agreeing to support Oxfam's Make Trade Fair campaign two years ago, Firth has immersed himself in the subject, invested a lump sum to set up Progreso and even bought shares for the coffee producers. Earlier this year in Geneva, he personally lobbied the World Trade Organisation director general Supachai Panitchpakdi, about Oxfam's campaign, and at a photo- call handed over their Big Noise global petition with seven million signatures. The Big Noise aims to put pressure on the big four roasters (Kraft, Sara Lee, Proctor & Gamble and Nestl), whose failure to embrace fair-trade standards fans the flames of global poverty by creaming off profits and allowing producers to go to the wall. Back home, Firth endeavours to buy or drink only fair-trade coffee, and the message is getting through to the rest of the population " certified fair- trade coffee is now the fastest growing segment of the UK coffee market.
When Oxfam first approached Firth (at a time when the coffee prices had plummeted to an all-time low) he was reticent to become yet another celeb banging on about yet another cause: he knows it can backfire badly on both charity and star. Before now his approach to activism was radical but low-key. As a long-time supporter of Amnesty and Greenpeace he's paid his subscriptions, written letters, and been on protest marches. What changed?
'I was beginning to think I was banging my head against a brick wall and, by the time Oxfam approached me, I was wondering if perhaps, since I'm accorded a voice because of the celebrity factor, I should start to use it,' he says. 'But it's a great responsibility. There are so many more qualified voices than mine who don't have a chance of getting heard. I detest the fact they have to use celebrities to do the jobs for them but if that's what it takes then that's what I'll do.'
On his second day in Ethiopia, Firth came face to face with how awesome this responsibility is. While visiting the Choche co- operative in the heart of the Kaffa region, the birthplace of coffee, he is welcomed with a coffee ceremony (evidence that the golden bean is much more than just a commodity here). 'I was greeted with enormous grace and then their boss who was high in the union leadership said something that stayed with me for the rest of the trip. 'Three times we've been visited by well-meaning people,' he said, 'and nothing has changed.' It was very chastening and I came to see how close my visit was to being bogus and ineffectual. I knew I had to have something to say for myself or I'd just be another disaster tourist. There was no point in giving empty reassurances, so I told him I couldn't promise anything in terms of change, but that it might be in my power to get his voice heard. I asked him what he wanted to tell the consumer.'
What Firth heard from the leader of the Coche Co-op, and then again and again from all the coffee farmers he met, was not an account of extreme hardship " although there was plenty of evidence of that " but a plea for a fair price for the region's top-quality arabica coffee. 'The people are so emotionally bound up with the coffee. Their pleading was not on the basis of poverty but of quality. 'Give us a fair price, and we'll grow coffee on every last square centimetre of land,' they were saying.'
You sense Firth's uneasiness at having discovered such beauty amid such deprivation. 'We arrived in Addis Ababa and everything felt so raw and new,' he says. 'This feeling just grew with all of us as we fell in love with the place. It's so troubled as a country but the people we met were friendly and eloquent, which made me feel even more useless. No one projected misery or despondency " far less than on Oxford Street, actually.
Colin Firth in Ethiopia, meeting the coffee farmers
who will be working with Progreso, the new fair-trade chain.
Sunday 19 June 2005:
Why Colin Firth is full of beans for the latest fair-trade coffee venture
The Sunday Herald, 19 June 2005, by Julia Fields
Julia Fields finds out why the darling of the Bridget Jones generation, Colin Firth, has emerged as the celebrity backer of a chain of fair-trade cafés
There’s something slightly unsettling about watching Colin Firth repeatedly spit into a little
This is after all the man that made the entire female British population swoon with his sexy pond plunge as Mr. Darcy in Pride and Prejudice and caused a second pull on our heartstrings as Bridget Jones’s constantly perplexed love interest, Mark Darcy.
But here Firth is, spooning brown liquid into his mouth and squirting it out. And in a few minutes, the 44-year-old actor will be posing for pics with a foamy white mouth.
It’s all part of his latest role as celebrity frontman for Progreso, the world’s first chain of fair-trade coffee shops launched last year by Oxfam and Scottish coffee merchant Matthew Algie.
Firth has flown into Glasgow for an afternoon to study up on his beans at Matthew Algie’s factory and headquarters. The spitting is coffee sampling protocol and not unlike the deep sniffing, swirling and spitting familiar from wine tasting. Firth hopes this knowledge will come in handy when he gets behind the counter this month at Progreso’s site at Portobello Road in London.
“I’ve never made an espresso before,” he admits sheepishly. “I’m going to get a lesson and maybe sell a few coffees.”
The publicity stunt is well timed with fair trade at the heart of the Make Poverty History campaign, which has been widely publicised by Oxfam and leads up to the G8 summit at Gleneagles in July.
Progreso aims to redress the gross imbalance that has emerged in the coffee industry, which sees a handful of roasters and multinational coffee retailers raking in hundreds of millions of pounds while the world’s 25 million coffee growers typically make 1p on every latte sold.
The company buys its coffee from growers’ co-operatives in Honduras, Ethiopia and Indonesia at a price which covers production costs. The co-operatives also own 25% of Progreso, which means they share in profits; and a further 25% is ringfenced for investment in disenfranchised growers that haven’t been able to set up their own co-operative.
The first coffee bar opened in London’s Covent Garden in November; and a second in Portobello Road in February. Matthew Algie was a natural partner for the venture with fair trade already accounting for 25% of its coffee sales. It supplies ethical products to Marks & Spencer and Pret A Manger and through its long-term contract with Gleneagles will be the brewing specialist for the G8 summit.
David Williamson, managing director of Matthew Algie, is seeking to raise capital for further expansion of Progreso in London and eventually for sites in Edinburgh and Glasgow.
Firth, however, has also been part of the venture since its conception two and half years ago and contributed a five- figure sum to the £300,000 used to set up Progreso, along with Matthew Algie and Oxfam.
Why become involved? “I’m increasingly uncomfortable about being part of a problem, which is just gross unfairness. We are complicit.”
Until now, Firth has kept his involvement quiet. This is his first interview on the subject, and the brown-eyed charmer almost appears embarrassed about using his celebrity.
He has arrived in Glasgow with no PR minder or Hollywood-style entourage and seems terribly afraid of being seen as “some luvvy” telling people what to think. In between films, Firth has thrown himself into learning about the industry and travelling to Africa to see the co-operatives first hand.
“I don’t particularly like just being a mouth on a subject,” he says. “I felt more useful putting some money into it and getting involved with the business, so I’m on the board of directors,” he says. “There are people I met in Ethiopia, who should be editing newspapers. They are incredibly articulate, they have first-hand experience of everything. They’re the people that should be speaking, but they don’t get heard. They don’t get interviewed. So NGOs are imploring celebrities to come and help. I’ve been doing this for a few years and tried to do it quietly, but in the end I realised that profile is too useful to leave unused.”
Through Progreso Firth believes he can spread a powerful message about the true value of the beans originating from the third world. As he sees it, this isn’t about hand-outs; it’s about the right people making the money they deserve.
In Ethiopia, Firth visited the Kaffa region and was led through the forest to the fabled birthplace of coffee. According to legend, it is here that a farmer was alerted to the caffeine properties of the beans by the hyperactive nature of his goats, which had been munching on the plants.
“This was the angle they were giving me. That it was exotic and natural and had a wonderful history,” Firth recalls. “It wasn’t could you help us with some money please, can you pay for a clinic, can you solve our problems with Aids. They just said: how can we get a better price for our coffee.
“Someone said that one of the problems Ethiopia has is that people perceive it to be a drought-stricken country. It’s not. It’s lush and green and opulent in terms of what grows out of the ground. And they want to be promoted on the grounds of their quality not on the grounds of their suffering.”
Williamson believes publicity from Progreso has already had benefits. It opens doors for the co-operatives to land better deals with other countries and it shows high-street retailers that there is a viable market for fairtrade coffee.
“Our cafe at Covent Garden used to be a Starbucks. Anecdotally we’re doing more business than they used to and the Portobello site is getting busier. But the stores have to be successful because of the quality of the coffee, the staff and the atmosphere. And they are.”