How does TransFair USA protect against corporate “greenwashing”?
TransFair seeks real commitment and real partnerships with companies that have a genuine interest in investing in and increasing the market for Fair Trade Certified products. We believe that when companies make the necessary investments in marketing, promotion and consumer education, their Fair Trade products perform much better in the marketplace, and so we work with them to invest appropriately as part of their commitment to Fair Trade. At the same time, we respect the right of companies to test the market for Fair Trade and then grow their volumes over time, based on consumer response. Particularly for large companies, it is unrealistic to expect them to convert large portions of their overall business to Fair Trade overnight, before demand has been proven, and before they can stage the reorganization of their supply chains on the rest of their business. Our approach has therefore been to engage with companies, encourage them to test the market, and require a commitment on their par
