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Do the Brands You Love Match Your Inner Values?

I saw an interesting Tim Hortons commercial this evening. It was not a typical Tim Hortons commercial.  There no hockey rink, no parents driving their children to practice or a game, and it wasn’t set in an office with coworkers vying for the latest Tim Hortons muffin or doughnut.

Rather, the commercial communicated the efforts Tim Hortons has been undertaking to assist farmers in coffee growing communities – providing farmers and their families with technical skills, medical assistance and education.  The program is called The Tim Hortons Coffee Partnership. As someone who worked for five years in the coffee industry, and as a coffee lover, I was glad to  learn about this program.

Ultimately, I think it is a win-win for both the company and the farming communities. On one hand, communities receive additional funding and support, leading to an improved standard of living. On the other, their ability to produce better quality coffee is improved.

My question to you.  When making a purchasing decision, how important is it for a company to go beyond just providing a product or service, and be involved in community-based initiatives like this one?

  • Joeline Hackman

    For me it’s very important! I find it very time consuming to select products that are in recyclable packaging, to insist *again* that I don’t want a plastic bag to carry my plastic wrapped product and to evaluate if the company is using sustainable resources to manufacture the item I’d like to buy. If there was a supermarket that only stocked grocery items that were from reputable companies, I would visit it loyally!  As someone who has worked in marketing for 13 years I try and identify the companies who are just paying lip service to environmental and social accountabilities, and those who walk the talk. Tim Hortons… i’m not sure…are their cups recyclable? are their suppliers paid fairly? Is the land their suppliers grow coffee beans on pumped with chemicals or damaged in any way over the long term? Do they donate some of their profits back to the communities that aid their success? I know their ads sell patriotism but we still need to look at their total cycle of production objectively.