Our feeling is that triple certification [of coffee] has great potential. Consumers might have a short attention span, but they’re not stupid. If presented in short, cogent messages that explain the connections between the social and the environmental arguments, the average coffee drinker can undoubtedly understand the triple certification concept—and if you think about those groups that are “target audiences” for such messages (social action groups in churches or labour unions; vegetarian and organic devotees; birder associations, etc.) then the message may be even more palatable and likely to be heard.
—Ivette Perfecto, John Vandermeer, and Angus Wright, Nature’s Matrix: Linking Agriculture, Conservation, and Food Sovereignty, p. 156
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