Question: now that green products and organics, have made their way into the mainstream, gaining widespread acceptance, are Fair Trade Certified products next?


Hard to say. However, Fair Trade products are increasingly being added to retail assortments and many marketers feel this is the next logical step in sourcing and supporting socially responsible consumer goods.
A recent Brandweek article pointed to this. "Marketers Eye Fair Trade Certified as the New Green" gives an even-handed look at the issue, and whether or not it's poised to take off or remain a small, niche portion of the total consumer product business.
So what is Fair Trade and how are FT products certified? Fair Trade signifies that food and non-food products such as flowers, are being sourced in a socially responsible manner, ensuring that:
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Farmers around the world are employing sustainable, environmentally safe practices and working in safe conditions.
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Growers are being paid a fair wage for their crops.
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Farmers are encouraged to set up co-ops and to make democratic decisions on a number of issues, including "how to invest their profits in building schools, health clinics, or developing better business and sustainability practices."
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In the U.S., products from suppliers that meet these criteria are then certified by TransFair USA of Oakland, California.
While some consumers are aware of Fair Trade and what it means, and routinely purchase products because of this designation, many more remain unaware of it. Also, the Fair Trade designation is heavily weighted to specific categories, most notably: coffee, tea, herbs and spices, chocolate, sugar, rice, and a few others.
Companies like Green Mountain Roasters and Starbucks have woven Fair Trade into their brands in a major way. However, major food companies such as Kraft and Hershey haven't made Fair Trade a centerpiece of their marketing efforts, only mentioning it on their web sites as part of their social responsibility initiatives. This prompted Mintel's director of CPG trend insights, Lynn Dornblaser, to comment in the article: "Right now Fair Trade is for small companies in big ways and big companies in small ways."
Still, there are encouraging signs on the horizon:
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To date in 2008, 284 FT products have debuted in the U.S. vs 130 last year and only 17 in 2003.
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Sam's Club and Target have added FT products and plan on adding to their current inventories with more FT certified skus.
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Retail sales of FT certified coffee rose to $730 million by 2006, representing a ten-fold increase from 2001. A significant reason for this: Wal-Mart's decision to add FT coffee to its assortments.
Questions:
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Do you think that much like organic products a few years ago, "niche" Fair Trade products are going to burst on the scene in a more mainstream way?
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Would you be more likely to purchase products if they bear the Fair Trade designation on their packaging?
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Even if these products might be a bit more expensive than many mainstream competitive products?
I'd love to hear from you.