What Is Fair Trade?
Fair Trade is defined by the European Fair Trade Association as “Fair Trade is a trading partnership, based on dialogue, transparency and respect, that seeks greater equity in international trade. It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers – especially in the South. Fair Trade Organizations, backed by consumers, are engaged actively in supporting producers, awareness raising and in campaigning for changes in the rules and practice of conventional international trade..”
Committing to fair trade and sustainable farming should be the roots of any business in this decade. It is a respectful way to do business.
If, as a society, we had laid such foundations in recent years maybe we would not be facing the crisis that is hitting the global economic gut. 
Fair Trade is respect for the environment through sustainable use of resources and conscious farming; respect for the growing economies of the world and their infrastructure rather than encouraging growing third world debt; respect for the children around the world.
The Existing Problem
Essentially on a day-to-day level, we gorge ourselves on cheap imports, grabbing our politically incorrect, sweatshop stained jeans and trainers.
On the larger scale, the global infrastructure makes money out of smaller, more vulnerable producer countries, and pillages the land of oil and resources.
Shopping, visiting the mall and eating are now hobbies. We have become a greedy global nation, we blame the media for the advertising, we blame the banks for lending us the money, but we are all accountable.
Our whole attitude has to change. Maybe less is more? Quality, not quantity? And essentially, as consumers can we change the rules of the game?
The Advantages Of Fair Trade
There are some key words here for creating a new way of doing business – partnership, dialogue, transparency, respect, awareness. These have not been part of the global economic, banking and consumerism vocabulary in recent times.
Buying Fair Trade ensures that producers receive a ‘living’ wage, they have safe conditions to work in, there is no abuse of child labour.
Familes and communities are empowered – they are valued for their time and work and they can then invest in the future growth of their communities. Often companies working to fair trade principles will build schools and offer health care. Also the process often gives back to the land with training in organic and sustainable farming practices.
What Needs To Be Done
In order for Fair Trade to work, companies in the West have to be transparent. It is at the heart of conscious business.
“We are at a crucial moment, where world leaders are debating how to cope with the financial crisis and minimize its effects, mainly on their own financial systems. We have seen a shameful amount of money being put on the fly to support their economies, money that was never available to end the suffering of millions in the developing countries. Now civil society has the opportunity to raise its voice to be heard by leaders at the upcoming meetings of the G20 in London and the G8 in Rome. Business as usual is no longer an option,” says Constantino Casasbuenas, from the Oxfam International team speaking at the 9th World Social Forum.
It’s about choice. Global Exchange's Tex Dworkin says, “It's about buying differently, and every dollar you spend is a statement about how you want this world to be.”
As consumers we have massive power. We need to encourage big business to play fair.
Living Proof
Pukka Herbs is one example of a company practising fair trade. They go back to the roots of ayurveda directly by sourcing their herbs from farming co-operatives in India and Sri Lanka.
Their ‘Gift of Life’ project focuses on a high school they have set up in Western Karnataka for the children of the local farmers. They have also set up healthcare.
“It’s important for us to be able to make a difference by giving something back to the farmers we work with and supporting charities wherever we can,” says Sebastian Pole, from Pukka. “We have grown significantly over the past five years and the bigger we have become, the more we have been able to donate. Fair trade is at the heart of our business. Having a direct link with the farmers allows us to pay them 50-200% above market rates for raw materials. "
Starbucks are also upping the ante on the Fair Trade debate. Starbucks will become the largest buyer of Fair Trade Certified coffee in the world, when they double their purchases to 40 million pounds in 2009.
"This commitment from Starbucks could not have come at a better time for coffee farmers as they face the threat of climate change, higher prices and brace themselves for a global slowdown," said Rob Cameron, CEO of FLO (Fair Trade Labelling Organization).
For more information about Fair Trade, Check out www.maketradefair.com, www.pukkaherbs.com, www.organicconsumers.com