Fair trade, once the pet cause of social activists, has gone mainstream. As concepts like global awareness and social responsibility penetrate the mass consumer market, “fair trade” labels have spread beyond gourmet shops to neighborhood grocery stores and supermarket aisles. Wide acceptance of the idea that consumers can also help others with their purchases is changing the way we shop, drink and eat. With fair trade-labeled goods, such as coffee, the goal is to raise the incomes of small producers in developing countries by guaranteeing a “fair price” for their goods.
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