Organic Processing Vo1.7 #5 - September/October 2010

introduction, allowing TransFair USA to expand its product offerings to include anything that FLO certifies at the production level.

Rising Consumer Awareness

In 2009, global research firm Globescan reported that just 29 percent of American consumers were familiar with fair trade. Yet in the same year, American consumers purchased more than $1.2 billion in Fair Trade Certified products, according to FLO. While it sounds impressive, fair trade retail sales still only represent a fraction of the overall food and beverage sales in the United States.

To spread the word about fair trade and grow the movement, the “Fair Trade Towns USA” campaign began in 2007. This grassroots movement to mobilize local communities takes the credo of “think globally, act locally” to heart.

By connecting community groups that support fair trade, publicizing retailers that offer fair trade products, promoting public discussion of fair trade and working with local government, members of Fair Trade Towns campaigns have helped spread the word about fair trade across the nation. The towns increase awareness and ensure that fair trade products are available through local retailers.

“Fair trade is like an international farmers market, and now our citizens have the ability to affect social change by becoming conscientious consumers,” offers Tom Barrett, Mayor of the City of Milwaukee, WI, an official Fair Trade Town.

During 2009, the movement grew from nine to 18 declared Fair Trade Towns and more than 40 active campaigns. To learn more, visit www.FairTradeTownsUSA.org.

Beyond the Farm

After a decade of improving work-
ing conditions on farms, TransFair
USA moved the fight into factories for
the first time with Fair Trade Certified cotton clothing and bed and
bath products. TransFair USA sought public comment on its new draft
factory standard, which will extend the social, economic and environ-
mental protections found on fair trade farms to protect garment
workers. The first Fair Trade Certified Apparel products are now avail-
able online through Hae Now and Tompkins Point Apparel with more
products anticipated in Fall 2010.

October Is Fair Trade Month!

The theme of this year’s Fair Trade Month is “Every Purchase Matters.” This slogan is a reminder that when consumers buy a fair trade product, they use the power of the dollar to make a difference in the world. Through their purchases, consumers create demand for fair trade products, which allows farmers and workers to continue to produce and sell products under fair, sustainable conditions. Through publicity efforts like Fair Trade Month, this demand can expand and bring greater benefits to producers across the globe. o

Stacy Geagan Wagner is the director of media & PR at TransFair USA ( www.transfairusa.org) and is responsible for spreading the word about fair trade to U.S. consumers and helping farmers and farm workers lift themselves out of poverty through the everyday shopping decisions of American consumers. Connect with her at swagner@transfairusa.org.

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