{"id":1813,"date":"2008-09-24T06:56:03","date_gmt":"2008-09-24T05:56:03","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=1813"},"modified":"2020-08-13T12:03:10","modified_gmt":"2020-08-13T11:03:10","slug":"socially-responsible-brands-jump-on-fair-trade-certified-bandwagon","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/socially-responsible-brands-jump-on-fair-trade-certified-bandwagon\/","title":{"rendered":"Socially Responsible Brands Jump on Fair Trade Certified Bandwagon"},"content":{"rendered":"<p><a href=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/09\/fair-trade-certified.jpg\"><img decoding=\"async\" class=\"alignleft size-medium wp-image-1814 lazyload\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/09\/fair-trade-certified.jpg\" alt=\"\" width=\"240\" height=\"180\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/09\/fair-trade-certified.jpg 240w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/09\/fair-trade-certified-150x112.jpg 150w\" data-sizes=\"(max-width: 240px) 100vw, 240px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 240px; --smush-placeholder-aspect-ratio: 240\/180;\" \/><\/a>There is a new wave of socially responsible brand labeling available for companies to slap on their products called Fair Trade Certified. In 2008, 284 Fair Trade Certified products were launched in the United States, up from 130 in 2007.\u00a0 According to an article in <a href=\"http:\/\/www.brandweek.com\/bw\/content_display\/news-and-features\/packaged-goods\/e3i98078f6e2a02095d600277e20d01be2b\" target=\"_blank\" rel=\"noopener noreferrer\">Brandweek<\/a>, <a href=\"http:\/\/www.mintel.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mintel<\/a> reports that most of the products attaching the new label to their brands are coffee, tea, herbs, cocoa, chocolate, fruit, sugar, rice, spices, cut flowers and (coming soon) wine.<\/p>\n<p>What is Fair Trade Certified you ask?\u00a0 It&#8217;s a product designation handed out in the United States by <a href=\"http:\/\/www.transfairusa.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">TransFair USA<\/a> out of Oakland, California to signify products from farmers in locations such as Ghana or Costa Rica who, &#8220;work in safe labor conditions, use environmentally friendly practices and are paid at least a minimum floor price for their crop. These family farmers may also belong to a co-op that democratically decides how to invest their profits in building schools, health clinics or developing better business and sustainability practices.&#8221;<!--more--><\/p>\n<p>It seems like just a few years ago (although it was more like 15 or 20) that the organic label was the &#8220;must have&#8221; designation.\u00a0 Many small companies leveraged the power of the organic label early on and created multi-million dollar brands from it.\u00a0 Will companies and brands have similar success with the Fair Trade Certified designation?\u00a0 Only time will tell, but as we wait and see, the interest in the designation (and corresponding store shelf space) is growing.<\/p>\n<p>Not convinced that Fair Trade Certified is catching on?\u00a0 Check out the statistics below (courtesy of Brandweek):<\/p>\n<ul>\n<li>Wal-Mart stocks six Sam&#8217;s Choice Fair Trade Certified gourmet coffees.<\/li>\n<li>Wyndham Hotels and Resorts offers Fair Trade<br \/>\nCertified Starbucks coffees.<\/li>\n<li>eBay offers Fair Trade Certified products at www.WorldOfGood.com.<\/li>\n<li>Starbucks offers Fair Trade Certified coffees in 20 nations and is planning a Fair Trade Certified Month promotion.<\/li>\n<li>Retail sales of Fair Trade Certified coffee grew<br \/>\ntenfold from 2001 to 2006 to $730 million.<\/li>\n<\/ul>\n<p>It certainly appears that Fair Trade Certified is a trend that&#8217;s just beginning to ramp up in terms of awareness, recognition and interest.\u00a0 So what do you think?\u00a0 Is Fair Trade Certified the next &#8220;it&#8221; brand designation?<\/p>\n<p><em>Image: <a href=\"https:\/\/www.flickr.com\/photos\/jyoseph\/2410027841\/\" target=\"_blank\" rel=\"noopener noreferrer\">Flickr<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There is a new wave of socially responsible brand labeling available for companies to slap on their products called Fair Trade Certified. In 2008, 284 Fair Trade Certified products were launched in the United States, up from 130 in 2007.\u00a0 According to an article in Brandweek, Mintel reports that most of the products attaching the [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[100,392,110,715,709,711,712,713,714,710],"class_list":{"0":"post-1813","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-strategy","8":"tag-brandweek","9":"tag-corporate-branding","10":"tag-corporate-marketing-strategy","11":"tag-fair-trade-certified","12":"tag-mintel","13":"tag-socially-responsible-branding","14":"tag-socially-responsible-marketing","15":"tag-socially-responsible-products","16":"tag-transfair-usa","17":"entry"},"yoast_head":"<!-- This site is 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