Yes, of course it is not new this trend for multi-certification in the coffee world.  However, today on my way to the event in London walking through the narrow streets of East London I went by a few coffee shops, the large ones - you know which ones - with great big signs talking about their single, double or even triple certified coffee and it all of a sudden just hit me...!!

Once at the show, once again I kept encountering all sorts of double and in the case of coffee triple certified products.  Do consumers really know what it all means?  Do they ask the question as to who really benefits from this mad rush for double and triple certification?  

I could not help myself but to think it is all about a box ticking exercise.  The large companies are happy to tick all the boxes as long as the prices remain low and the large profits unaffected.  

On my way out, there it was on yet another big sign - Organic, Fairtrade and Rainforest Alliance Coffee with no mention to the quality of the product and probably served by a low paid and badly trained Barista who does not care about what they serve to the customer.  But the three new boxes have now been ticked and the customers will rush in ...... is this what it is all about?