In Stores
More than 9,700 retail locations participated in Fair Trade Month promotions, and we fulfilled almost 2,000 orders for marketing materials. Here are some examples of the successful and creative Fair Trade promotions:

• Sam's Club held demos for Fair Trade Certified coffee at 177 stores (including expanded tasting at leading stores), created attention-getting point-of-purchase displays and distributed educational materials about FTC. They also donated $1.00 for every bag of FTC coffee sold during Fair Trade Month to build a school!
• Wild Oats Market saw sales of FTC products increase 42% over the same period last year and had their most successful buy-one-get-one-free promotion ever with FTC Green Mountain Coffee Roasters coffee. The retailer also teamed up with Wholesome Sweeteners to offer a sweepstakes that attracted more than 7,000 entrants. To round out the October promotion each store had two end cap displays, register coupons and grocery bags featuring FTC products.
• Starbucks' Fair Trade Certified Café Estima blend was the featured coffee of the week for three weeks during Fair Trade Month at all 6000 plus stores nationwide. More than 100 university accounts serving Starbucks coffee posted Fair Trade Month promotional materials.
• The National Cooperative Grocer Association created co-branded promotional materials for their members and featured an article and advertisements in Cooperative Grocer Magazine.
• PCC Natural Markets discounted products, held sampling events and hosted Santos Marcial Garcia Zambrana from a Nicaraguan Fair Trade coffee cooperative, PRODECOOP.
• Andronico's created a full page ad in their in-store circular featuring Fair Trade Certified products.
• Giant Eagle created customized POS materials and featured an article about Fair Trade in an October circular and their website.
• Nugget Markets created displays and their own Fair Trade Month promotional materials.
• Wegmans created end-cap displays.

Online
Fair Trade Month was a huge online event - thousands of people logged on to the TransFair USA website to learn more about Fair Trade. Here are some highlights:

• 143,512 people visited the TransFair USA website during September and October - twice as many as last year!
• 20,000+ people entered the Discover Fair Trade Sweepstakes to win a trip to Costa Rica.
• 5,720 people visited our online order form for marketing materials from August through October.
• 100+ websites linked to TransFair USA's site during Fair Trade Month.

Promotions and Advertising

• Over three million impressions and nearly two thousand clicks were generated via Google Image Ads, Blogads, and others.
• Utne and Alternative Medicine ran special Fair Trade advertising sections for manufacturers of fair trade products.
• Over 142 college campuses were blanketed with Fair Trade Month promotional materials.
• Industry Ads - Ads appeared in Natural Food Merchandiser and Cooperative Grocer Magazine. UNFI ran a 14-page FTC section in the October promotion book. Nature's Best and Tree of Life ran ads highlighting FTC products.

In Communities
TransFair USA sponsored three farmer visits so that community groups and our business partners could learn about Fair Trade directly from the source.

• Cesar Rivas from La Florida coffee cooperative in Peru visited Philadelphia and Pittsburgh. TransFair USA worked closely with Catholic Relief Services to plan Cesar's tour. Tour highlights included presentations at Villanova, St. Joseph's, Cabrini College, Media, PA (the first US Fair Trade Town) and Giant Eagle stores.
• Pascual Ataulfo Moreno from CESMACH coffee cooperative in Chiapas, Mexico visited San Francisco, Los Angeles, and San Diego, California and Durango and Denver, Colorado. Wild Oats Long Beach, CA and Wild Oats Glendale, CO hosted Fair Trade events with Pascual, featuring build-your-own Fair Trade sundaes as well as coffee, tea and chocolate samplings. Other highlights included presentations at Balboa High School, Bioneers Conference, Spirit of Christ Church, Fort Lewis College, Santa Clara University, University of San Diego and University of Southern California.
• Santos Marcial Garcia Zambrana from PRODECOOP coffee cooperative in Nicaragua visited Seattle. TransFair USA worked closely with Tony's Coffee, Pura Vida Coffee, and Starbucks during the tour. Highlights included café presentations with many of Tony's clients including Caffe Ladro and PCC Natural Markets, a full day of events at Starbucks' Headquarters, and presentations at universities offering Pura Vida coffee.
• TransFair USA, in conjunction with Samovar Tea Lounge, Alter Eco, ENGAGE, the Rudolf Steiner Foundation, and the Bay Area Fair Trade Coalition, hosted a premier Fair Trade Dinner Gala in San Francisco on October 18th. The keynote speech was provided by bestselling author and renowned public speaker on food politics and sustainable agriculture Anna Lappé. Ms. Lappé was joined by a panel of distinguished speakers from a variety of Fair Trade backgrounds: Ubon Yuwa, rice farmer, leader of the organic movement in Thailand, and Southeast Asian Representative of Via Campesinas; Tristan Lecomte, founder of Alter Eco; Joshua Kaiser, leading organic tea importer in the USA; and Maya Spaull, tea and rice Account Manager of TransFair USA. The event featured a fair trade and sustainable dinner, multimedia presentation, and a traditional Thai bai see kwan string tying ceremony. Thank you to the event cosponsors, speakers, and to those of you who were able to attend!

TransFair also initiated a Fair Trade Month Mini-Grant Program to enable grassroots advocates and product manufacturers around the country to expand their Fair Trade Month activities. From Fair Trade fairs and product tastings, to radio shows and farmer tours, to conferences and panel discussions, Fair Trade month grantees organized creative and engaging events to raise awareness and build demand for Fair Trade in their communities.

Fair Trade Month Mini-Grant Highlights:

• TransFair assisted with a promotional tour for the documentary film, Black Gold. Tadesse Meskela, Ethiopian Fair Trade coffee cooperative manager and star of the film, made appearances in NYC, DC, Nashville, Madison, Milwaukee, Chicago and Boston. The tour, initiated by Alterra Coffee Roasters in Milwaukee, garnered the participation and coordination of other industry and NGO partners, including Oxfam America.
• TransFair also assisted with a farmer tour organized by ENGAGE. The tour featured Ubon Yuwa, who has helped establish Fair Trade rice cooperatives in Thailand. Events included a Fair Trade Gala at Samovar Tea Lounge in San Francisco hosted by Anna Lappé, co-author of the book Grub: Ideas for an Urban Organic Kitchen.
• TransFair supported the visit of a Fair Trade farmer from the El Guabo banana cooperative, who joined an African American watermelon farmer and a New England orchard owner for a series of speaking engagements in the Northeast organized by Oké USA.
• TransFair provided a grant for transportation costs for a member of the Cerro Azul cooperative in Ecuador for a series of events with Albert's Organics in the Boston area.
• On behalf of the 1.1 million farmers we serve, TransFair thanks the following mini-grant recipients for their support of Fair Trade: Helene Edelstein of the Boston Fair Trade Coalition, Monika Jones at Colorado College, Calvin Tribby at the University of New Mexico, Jolene Ong at the College of New Jersey, Amanda White at New York University, Melissa Reese of the University of Virginia, Viraf Soroushian of the San Diego Friends of Fair Trade, Michelle Dockins of Fort Lewis College, Noel Brown from GIFT, Las Vegas, Stone Creek Coffee, and Counter Culture Coffees.