NS: Renamed Just Us Coffee brand will highlight women's role in production

Wendy Elliott, Kings County News
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Wolfville area native Anna Watson won a recent contest held by the company that came with a trip to Mexico this winter and the right to rename a brand of coffee: Tierra Madre or Earth Mother.

Just Us director of coffee Joey Pittoello presents Anna Watson with her prize for renaming a coffee brand Tierra Madre.

[WOLFVILLE, NS] - The role women play in coffee production will be celebrated with a renamed brand at Just Us Coffee.

Wolfville area native Anna Watson won a recent contest held by the company that came with a trip to Mexico this winter and the right to rename a brand of coffee.

She called her winning entry Tierra Madre or Earth Mother and Watson’s reasoning was simple.

“Our biggest step towards ending social injustice in the world is taken by breaking the poverty cycle and recognizing the central role of women in food production.”

The new name, Watson said, recognizes how central women are in all aspects of coffee production, and how this vital role, from seed to cup, helps ensure the success of Fair Trade coffee.

A Trent University grad with a degree in women/indigenous rights-based development, Watson works for L'Arche Homefires in Wolfville.

She said she entered the contest “because I was inspired by their focus on women in agriculture this year, and this was a great opportunity to further validate the central role women hold in all aspects of fair trade.”

On a personal note, Watson said, “before he passed on, my uncle, John Fuller, worked with Just Us, and that was when I first became aware of the social justice work they do. This was an amazing chance to experience these initiatives first hand.”

According to Just Us spokesperson Kathy Day, the contest was to rename the Grand Pré-based co-operative’s Mexican Morning brand of coffee. Watson’s prize, an all-expenses paid trip to Mexico, will allow her to visit a coffee producer.

“We had nearly 300 entries in a short two-week period and it was very difficult to make a choice,” Day said.

“Very few businesses are lucky enough to have customers this engaged with the world in which we live,” Day added, “and for that we feel incredibly fortunate.”

Organizations: Fair Trade, Trent University

Geographic location: WOLFVILLE, Mexico

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