"Unless we change direction, we are likely to end up where we are going"
Fair Trade is a popular market-based way to improve the lives of farmers and producers in developing countries. A fair trade mark on a product assures the consumer or buyer that the farmers or producers:
The ongoing flow of Social Premium funds from product sales provides a market-based mechanism for sustainable community development.
The practice of fair trade is already common and popular in Europe. Fair trade is becoming increasingly popular in North America as well. In fact, "fairtrade labeling has moved from being a radical solidarity movement to a mainstream trend in retail" (Nicholls & Opal, 2005, p. 142). The involvement with product ethics among Kroger, Safeway, Wegmans, Hannaford, Whole Foods Market, and other large retailers show this move toward broader market acceptance.
A fair trade mark on a product also aims at assuring the consumer of product quality, ethical trade practices, and a positive impact on producers and their communities. Because of a fair trade mark, consumers often show greater loyalty to a product and to its manufacturer, and will pay a higher price for that product. Consumer research suggests that 84 percent of UK consumers are willing to pay more for 'ethical' products (Moore, 2004; Nicholls, 2002; Strong, 1996.)