It is important to stress that producers remain masters of their data, they own it and they decide where and how it is shared. It is very important for us not to generate a kind of digital neo-colonialism, except that there is a big risk and we have seen in recent years that technology can be used for virtuous or imperialist purposes.
The other thing that allows "Thank My Farmer is to support the sustainable development projects at the origin of the products. If I take the example of the product in front of me, it is a 100% Indonesian coffee produced by UCC, one of the biggest roasters in the world. This coffee is a 100% Indonesian single origin and it just so happens that Indonesia is also the home of the orangutan. This brand is called Orang-Utan and supports sustainable development projects in the Indonesian forest to preserve the environment of these great apes. As a consumer you can participate and support these projects through our application by liking, sharing or donating money, any amount in any currency. The brand itself contributes the equivalent of the amount donated by the consumer.
Another challenge is to ensure that deforestation is curbed, that less water is used, less fertiliser is used, that carbon sequestration is promoted and that regenerative agriculture is developed. All this becomes possible because farmers and producers have a longer term vision, they are more informed, more connected, more digitalised, more transparent and value is more shared. In some countries, farmers are tearing up their entire crop because the rate for one crop has dropped 15 points and they are switching to palm oil, soya or rubber. It's dramatic because we impoverish the soil, we use a lot of water and when the soil is no longer rich enough, we cut down whole swathes of forest in order to find fertile soil.
Everyone is involved and that's the only way it works, because if you hit everyone over the head with a hammer and tell them that they're not doing well or that it should only benefit so-and-so, you're not respecting the intrinsic structure of a supply chain: everyone in the chain must be involved. Perhaps in the long run some players will jump because they have taken too much in the process or they have not played the game or they have not been transparent enough, but I would say that this is a bit of a direction for history, it will clean up the value chain.
If we take the example of a cappuccino in the streets of Geneva in a well-known chain, it costs between 4 and 5 francs and the reality is that only 1 to 5 centimes go to the farmer. So if tomorrow I come to see you and I tell you that it was 1 centime and that we're going to 2 centimes, the reality is that we've doubled the farmer's income, but if I tell you that it's 2 centimes you'll still find that very shocking. So it's complicated to be 100% transparent if it's not accompanied by education. I don't think we can criticise all the people in the marketing community by telling them that they are only doing greenwashing, sometimes it's necessary to do things in stages, to explain them, to educate so that perception doesn't completely prevail over good practices because that would be counter-productive. There are companies that go step by step and that's quite normal.
Already with more collaboration a lot can be changed.
So it's very important to have respect for the people behind the technology and for the technology to serve the people.
Beyond all the legislative, technological and financial aspects, there is the human aspect.
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Founded in 2020 by Marie Chassot, La Mèche 's mission is to support people and organizations in their transition to a more responsible lifestyle and business practices, through a digital magazine, a consulting agency and a social network.
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