Global Farmer's Market Arrives to a Store Near You
National Fair Trade Month brings social justice to the local level this October

Oakland, CA (September 1, 2007) -TransFair USA – the U.S. certifying agency for Fair Trade Certified™ products – along with retailers, product licensees and grassroots coalitions across the nation, will promote Fair Trade Certified consumer awareness in October in conjunction with national Fair Trade Month. The campaign strives to expand the market for Fair Trade Certified products and to increase overall awareness of Fair Trade.

A recent marketing survey shows that 92 percent of U.S. consumers value companies that promote social issues (Cone Cause Evolution Survey, 2007), and another shows that 77 percent of U.S. consumers believe that there is a need for global standards for corporate social responsibility. (Sustainable Food News survey, 6.19.07) TransFair USA, a nonprofit organization, has a mission to cultivate the Fair Trade Certified model, based on international standards, to benefit farmers, farm workers, and their families through certification and promotion of Fair Trade Certified products.

“We know that consumers are willing to purchase products that promote social justice and empower farmers in the developing world, so it’s our job to get the word out to as many patrons as possible about the positive impact Fair Trade Certified products make around the world,” said Paul Rice, president and CEO of TransFair USA.

Fair Trade Certified -- at the forefront of the corporate social responsibility movement -- is an alternative trade model that benefits farmers and farming cooperatives in developing countries to empower them toward economic self-sufficiency and sustainability by providing them with the necessary tools, training and market opportunities to successfully compete in the global marketplace.

The Fair Trade Month awareness-building campaign aims to increase recognition of the Fair Trade Certified label through marketing, in-store promotions and special events, designed to aid consumers to better understand and more effectively support Fair Trade.

“By dedicating an entire month to promoting Fair Trade Certified products, our efforts help increase product sales, which benefits retailers, companies with licensed products, and most importantly more than 1.2 million farmers and farm workers in developing countries around the world,” Rice added. “This is a great example of how our individual purchasing power can empower farmers in the developing world and is yet another illustration of Fair Trade Certified as the global farmers’ market.”

Highlights of the promotional activities around Fair Trade Month include:

• Fair Trade video contest and sweepstakes, with an award presented to one talented consumer and guest to travel to Peru to connect with Fair Trade farmers.
• Free Point-of-Sale materials for retailers and manufacturers to help better connect shoppers with farmers and the earth.
• Consumer publicity campaign, including a multi-day Fair Trade Certified beverage giveaway in high-traffic commuter hubs.
• Fair Trade Month Excellence Awards, where companies can enter for a trip to Peru and recognition as a business leader in the Fair Trade movement.
• Online promotion on www.connectwithfairtrade.org, where consumers can look for information on the positive impact that Fair Trade is making around the world. Also available will be recipes and interactive activities.

About TransFair USA
TransFair USA is the only independent, third-party certifier of Fair Trade Certified™ products in the United States. TransFair USA audits and certifies transactions between U.S. companies offering Fair Trade Certified products and their international suppliers to guarantee that the farmers and workers producing Fair Trade Certified goods were paid fair prices and wages. TransFair USA certifies coffee, tea, herbs, vanilla, cocoa, chocolate, rice, sugar and bananas.  Visit www.FairTradeCertified.org. 

Contact:
Anthony Marek
PR director, TransFair USA
510.663.5260 ext. 346
amarek@transfairusa.org