E – The Environmental Magazine

Dear EarthTalk: What is the “Fair Trade Your Supermarket” campaign? — Brian Howley, Washington, DC

A project of the non-profit Green America, the “Fair Trade Your Supermarket” campaign aims to empower consumers to advocate for more “Fair Trade” products on store shelves at their local supermarkets. Fair trade is a system of exchange that honors producers, communities and the environment by ensuring that farmers and artisans throughout the developing world are paid fair prices for their work and have direct involvement in the marketplace. The goal of the wider Fair Trade movement, according to Green America, is to build real and lasting relationships between producers in developing countries and businesses and consumers around the world.

And that’s where your neighborhood grocer comes in. “While the Fair Trade movement is gaining steam nationwide, most of our supermarkets still carry few–if any–Fair Trade products on their shelves,” reports Green America. “Together, we can put Fair Trade products within reach for millions of Americans.”

And just how does Green America expect us to do this? “First, take stock of Fair Trade products in your supermarket—look for coffee, tea, chocolate, rice, sugar, honey, wine, fresh fruit, and olive oil.” Scan the relevant aisles for third-party certifier Fair Trade USA’s distinctive black-and-white “Fair Trade Certified” label, which is only attached to imported goods where the producers receive fair prices for their products and where strict socio-economic and environmental criteria are met during production. Alternatively, look for the logos of other third-party certifiers such as “Fair for Life” or “Fair Trade Federation” on product labels if you think fair trade versions may be available in a given product line.

“Then, you can encourage the store to stock more Fair Trade products by talking to the store manager as a loyal customer,” adds Green America. They suggest using comment cards, which can be key to getting a store with no Fair Trade items to start carrying them. “Every time you go grocery shopping, drop a comment card in the box asking your manager to stock Fair Trade items.” Of course, talking to a store manager in person may be even more effective, especially if you are armed with a pile of your receipts from the store from the previous month or two to show how much spending power you alone would be able to allocate toward Fair Trade versions of the items you are buying there.

Another creative way to spread the Fair Trade gospel would be by volunteering to hand out free samples of Fair Trade products that the store already sells in order to raise awareness and build consumer demand. “Stores sell more of a product when a sampling table is set out, and if you, your friends and family are working the table, the labor is free for the store too.”

But why stop with your local market? If there is a chain supermarket outlet in your area, take it to the top by writing an e-mail, letter or postcard to corporate headquarters informing them of your desire to buy Fair Trade items in all of their stores. Check out the Fair Trade Your Supermarket website for more tips on how to make your next shopping trip fairer to the planet and its people.

EarthTalk® is written and edited by Roddy Scheer and Doug Moss and is a registered trademark of E – The Environmental Magazine ( Send questions to: Subscribe: Free Trial Issue:

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