Coalition of Immokalee Workers Victory
It’s easy to be cynical when a large corporation, facing tremendous pressure to be more socially responsible, finally sees the light. For example, today Taco Bell President Emil Brolick announced that the fast-food giant and its corporate parent, Louisville-based Yum Brands, will meet the demands of the Coalition of Immokalee Workers (as well as major religious organizations, labor groups, universities, and the usual Hollywood celeb/activists):
“As an industry leader, we are pleased to lend our support to and work with the CIW to improve working and pay conditions for farmworkers in the Florida tomato fields… We recognize that Florida tomato workers do not enjoy the same rights and conditions as employees in other industries, and there is a need for reform… With this agreement, we will be the first in our industry to directly help improve farmworkers? wages…”
But the response to this particular boycott seems more genuine than usual (although it arguably doesn’t matter why the company agreed to change its practices, as long as the Florida farm-workers are treated more humanely). Likewise, the boycott itself–the marches, meetings, spontaneous gatherings, etc.– appeared to have a different approach than other direct action movements. More smiling maybe? More spirituality? Or maybe it was a cause very simple to understand–and impossible to dispute.
Congratulations to the Coalition of Immokalee Workers, as well as Yum Brands.
