With the support of environmentalists and other activists, some eco-friendly coffees are hitting the big time. Borders Books, Hyatt hotels, Safeway, and Starbucks are all selling sustainable blends. Bird-lovers point consumers to “shade-grown” coffee that protects the trees used by migratory songbirds; other greenies talk up “organic” coffees; and still others tout “fair-trade” coffees that guarantee farmers a minimum price for their beans. Sustainable java might not be everyone’s cup of tea — green beans are still a tiny part of the overall coffee market — but the demand for it is definitely on the rise.
