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Promote Fair Trade

Fair Trade encourages an understanding by all participants of their role in world trade. Members actively raise awareness about Fair Trade and the possibility of greater justice in the global economic system. They encourage customers and producers to ask questions about conventional and alternative supply chains and to make informed choices. Members demonstrate that trade can be a positive force for improving living standards, health, education, the distribution of power, and the environment in the communities with which they work.


Example: Global Gifts

Global Gifts, a group of fair trade retail stores in Central Indiana, has taken significant steps to promote Fair Trade in their local community and around North America.

In February 2010, they edited and co-published Think Fair Trade First to explain to children what Fair Trade is, why it’s important, and how they can make a difference. The book also provides teachers with a way to show their students can make the world a better place.

Each November, Global Gifts’ Helping Hands Festival showcases the work of producers for a broad cross-section of the Indianapolis community.  By involving local churches, service organizations, schools, and other groups, they greatly increased community awareness of both the store and Fair Trade.

Working with Indiana University, Global Gifts provides opportunities for students to become more engaged in the business of fair trade. They offer the IU Merchandising Club hands-on experience working on the displays of their Bloomington store and partner with the Kelley School of Business to sponsor a case competition. The competition evaluates the work of multiple student teams who make recommendations about Global Gift’s marketing efforts. In addition, they offer three internships each year to students from the university.

To learn more about their work in Principle 4 and all the Principles, visit

Example: Peace Coffee

Peace Coffee is a Minneapolis-based fully Fair Trade coffee roaster And part of a North American fair trade cooperative, Cooperative Coffees, that makes direct connections with farmers in twelve countries.

To take their coffee connections to the next level, Peace Coffee recently launched, an interactive website that allows coffee lovers to read the story behind their favorite cup of coffee. They challenge customers to understand that coffee does not come from their favorite store, café, or website, but instead from farmers around the world.

Many of the cooperatives with which Peace Coffee works also have begun expanding their operations to offer opportunities for eco-tourism. Tourism offers first-hand interaction with the farmers behind the products we enjoy and opportunities for more diverse sources of revenue for the cooperatives. Peace Coffee supports these ecotourism projects by facilitating skill-building internships and trainings to create a fair trading system while promoting fair trade practices.

To learn more about Peace Coffee, visit