Conversely, the Fair Trade Federation looks at the entire company, whether it is producer, wholesaler or retailer, and requires that they commit 100% to the Fair Trade ideals. Why does this make a difference? Unfortunately, as Fair Trade has gained popularity, some companies have taken advantage and used a few Fair Trade transactions as a marketing boost for their entire company’s public image.

One coffee company, Dean's Beans, has taken a different approach towards their Fair Trade model. Seeing some of the failings of the traditional certification labels and unhappy with the "great pretenders," they have chosen to become members of the Fair Trade Federation and commit 100% as a company to those ideals, and forego the TransFairUSA certification. They have found that there are less than "a dozen Fair Trade coffee companies in the USA." In fact, some of the larger companies (Starbucks, Seattle's Best, Green Mountain) that could make a significant impact in thousands of farmers lives have committed only to buying Fair Trade beans for 1-12% of their total purchases. And while farmers must meet stringent transparency and accountability guidelines, the companies purchasing the coffee are not held to the same standard, and often refuse to release the actual percentage of their coffee that is Fair Trade (a conspicuous requirement missing from TransFair).

While any size commitment to Fair Trade purchases is certainly positive, it sits a bit poorly when some of the loudest and proudest are sometimes the companies doing the least. "It's important to remember that Fair Trade is an economic agreement, it's not a type of coffee." With only 20% of Fair Trade eligible coffee being sold as such and the remainder going at conventional pricing, there is certainly a great opportunity for these companies to increase their purchases.

Dean's Beans has laid out a business model they hope others will adopt and raise practices above Fair Trade standards:

• All purchases from certified organic FLO cooperatives.
• All purchases at or above international Fair Trade price.
• Prefinancing whenever financially possible.
• Additional six cent/lb Social Equity Premium paid to farmers for distribution, development, internal expenses, or however they choose to use funds.
• An independent, public audit by Quality Assurance International of our Fair Trade practices, to be posted right here for all to see!

While it is positive such large companies from Starbucks to Wal-Mart to McDonalds have begun offering Fair Trade options, it is not enough. As consumers, it is our responsibility to seize the opportunity and demand more of a commitment to the entire idea of Fair Trade, and not be sedated with their small offerings, but rather push them to higher standards of business throughout their company.

As the Fair Trade movement continued to grow the idea of a certified label spread to other countries participating in the movement until most countries in Europe, the U.S. and Canada had established third-party labelling organizations. In 1997 these labelers created an umbrella organization, the Fairtrade Labelling Organizations International, with the mission to "set the Fairtrade Standards, support, inspect and certify disadvantaged producers and harmonize the Fairtrade message across the movement."

Today 20 independent labelling organizations are members of FLO, in the U.S. TransFair USA is the FLO certifying organization. These organizations certify an ever growing list of commodities including coffee, tea, sugar, fresh fruits, cocoa, rice and vanilla. These products are certified before they are imported into participating markets and are then given the right to use the Fair Trade label on packaging.

However, not all products lend themselves to Fair Trade certification the way farmed commodities do. Although coffee has been Fair Trade's flagship product, sales of fairly traded arts and handcrafts have grown significantly over the past five years. These products are not certified by a member of FLO and do not carry a Fair Trade label.

Instead organizations of retailers and wholesalers who offer goods that adhere to the clearly established Fair Trade criteria have been formed to monitor businesses as opposed to products. For example the Fair Trade Federation in the U.S. is an association of hundreds of businesses that have agreed to follow the principles of Fair Trade for 100% of their inventory.

All this means that, as a consumer, you need to look or ask for one of two guarantees that the product you are thinking of purchasing is indeed Fair Trade. Look for either the FLO or TransFairUSA certification mark on the packaging of the product or, if you are shopping for arts and crafts in the U.S., look for the Fair Trade Federation logo in the window of the business or ask the owner if the shop is a member of the Fair Trade Federation.

Sources: FLO International, Fair Trade Federation, TransFairUSA