Fair Trade – Ethical Label Claims
What does it mean to be fair trade?
You can test your own understanding of fair trade. Look at the four logos below from Fair for Life, Fair Trade USA,Fairtrade International, Rainforest Alliance . What is their percentage of ethical ingredients? If you need to cheat and see the answers…here’s the original Washington Post comparison “Your ethical chocolate might be only 20 percent ‘ethical’” .
Knowledge Bank’s take: Providing consumers with choices that align to their food philosophies is just good business. Certifications are good, but understand your risks. Make sure your marketing team and more broadly your customers understand what the certifications mean. Align and harmonize your romance copy to the certification’s meaning and not what you might think it might mean. Ensure you have systems in place to document and manage your supply chain.