We’re starting by pushing our views on you!
Earth coffee is about bringing great quality coffee to the masses, without encouraging exploitation of citizens of the global economy who happen to live in poorer countries. Coffee enjoys worldwide demand, and many of the biggest producers use low paid workers to complete difficult jobs in challenging climates. Because those areas tend to have poor employment prospects for locals, they tend to exploit that fact to offer low wages, commonly insufficient to allow workers to support the families properly.
The motivation is clear, the less they pay, the lower the prices that coffee appears on our supermarket shelves, and the more the companies employing these people can line their pockets.
Having a moral conscience can help the tide turn against exploitation, and buying fair trade coffee is a small step you can take on the road to solving this problem.