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A Working Theory of Cross-National Conflict Shifting as an International Public Relations Dynamic
Unformatted Document Text:  Cross-National Conflict Shifting 12 The figures speak for themselves. Almost 33 percent of India’s population is comprised of children under the age of 14, which is more than the total United States population of 280,562,489 (CIA, 2002). It is highly unlikely that the Dateline segment will raise this issue to the level of a conflict in India or in the United States. It will hopefully, instead, raise it to a level of awareness that afford people the opportunity to help in positive ways. Procter & Gamble and Starbucks pressure to buy Fair Trade Coffee The coffee crisis is of local, national and international significance. Although global, this paper will focus on Latin America. This issue is of such a magnitude that on July 24, 2002, testimony was provided to the Committee for House International Relations by the U.S. Agency for International Development and the Specialty Coffee Association of America (Lingel, 2002; Franco, 2002). On 18 September 2002, Oxfam launched a global campaign with the release of a report, “Mugged: Poverty in Your Coffee Cup.” The campaign targets the major coffee roasters and accuses them of profiteering at the expense of 25 million coffee farmers worldwide. One of Oxfam’s “Coffee Rescue Plan” goals is to pressure the roasters – Procter & Gamble, Kraft, Sara Lee, and Nestle – to buy a least 2 percent Fair Trade Coffee in the next year and increase that amount in the following years, ensuring a decent price to farmers. The Oxfam plan further encourages the major roasters to purchase beans that meet International Coffee Organization (ICO) quality standards (“What’s that,” 2002). A newswire search revealed the Oxfam campaign has been picked up by Reuters, Inter Press Service, Associated Press Newswires, EFE New Service AP Online, Dow Jones International News and Oster Dow Jones Select to name a few. (Factiva, 2002). Oxfam also

Authors: Molleda, Juan. and Quinn, Candace.
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Cross-National Conflict Shifting
12
The figures speak for themselves. Almost 33 percent of India’s population is comprised of
children under the age of 14, which is more than the total United States population of
280,562,489 (CIA, 2002).
It is highly unlikely that the Dateline segment will raise this issue to the level of a conflict
in India or in the United States. It will hopefully, instead, raise it to a level of awareness that
afford people the opportunity to help in positive ways.
Procter & Gamble and Starbucks pressure to buy Fair Trade Coffee
The coffee crisis is of local, national and international significance. Although global, this
paper will focus on Latin America. This issue is of such a magnitude that on July 24, 2002,
testimony was provided to the Committee for House International Relations by the U.S. Agency
for International Development and the Specialty Coffee Association of America (Lingel, 2002;
Franco, 2002).
On 18 September 2002, Oxfam launched a global campaign with the release of a report,
“Mugged: Poverty in Your Coffee Cup.” The campaign targets the major coffee roasters and
accuses them of profiteering at the expense of 25 million coffee farmers worldwide. One of
Oxfam’s “Coffee Rescue Plan” goals is to pressure the roasters – Procter & Gamble, Kraft, Sara
Lee, and Nestle – to buy a least 2 percent Fair Trade Coffee in the next year and increase that
amount in the following years, ensuring a decent price to farmers. The Oxfam plan further
encourages the major roasters to purchase beans that meet International Coffee Organization
(ICO) quality standards (“What’s that,” 2002).
A newswire search revealed the Oxfam campaign has been picked up by Reuters, Inter
Press Service, Associated Press Newswires, EFE New Service AP Online, Dow Jones
International News and Oster Dow Jones Select to name a few. (Factiva, 2002). Oxfam also


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