World Fair Trade Day: Dedicated Fair Trade Brands Announce Major Consumer Campaign
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FOR IMMEDIATE RELEASE CONTACT: Ariel Vegosen 516-­ 732-­ 0579 ariel@mintwood.com

February 24, 2012 Adam Eidinger 202-­ 744-­ 2671 adam@mintwood.com

Dedicated Fair Trade Brands Announce Major Consumer Campaign for World Fair Trade Day -­ May 12, 2012


More than 500 Retailer Events Planned National Contest Offers a Fair Trade Adventure to Sri Lanka

PORTLAND, OR – The fair trade advocacy organization, Fair World Project (FWP), will coordinate more than 500 retail store events on World Fair Trade Day, May 12, 2012. The coordinated campaign to celebrate and promote World Fair Trade Day is being sponsored by dedicated fair trade brands Alaffia, Alter Eco, Dr. Bronner’s Magic Soaps, Guayaki, Equal Exchange, and Maggie’s Organics. Over 500 natural product retailers across the country have already signed up to participate in this unique initiative. “Demand for fair trade products is growing day by day. New Seasons Market is looking forward to hosting World Fair Trade Day promotions in all twelve of our stores in the Portland area” says Cindy Young, New Seasons Market’s wellness buyer.

In-store retailer events country-wide will include sampling and promotional discounts from dedicated fair trade brands; a screening of a new educational video about the principles of Fair Trade; and the opportunity to enter a contest to win a 17 day “Fair Trade Adventure to Sri Lanka.” The contest will be the first of its kind organized nationally and will provide an all expenses paid trip in conjunction with Intrepid Travel for 2 random winners to visit the ‘Coconut Triangle’ region of Sri Lanka where the world’s first organic and fair trade coconut oil project was developed over the last half-decade.

“It was important for dedicated fair trade brands to join efforts to educate consumers on the impact our local purchases have on global communities world-wide,” says FWP Executive Director Dana Geffner. “Participation in World Fair Trade Day will give people a chance to connect with fair trade producers in a deeply meaningful way. We hope the winners of the contest will return home and become fair trade-ambassadors that can report first hand on the benefits Fair Trade contributes to people’s lives.”

Certified fair trade products now represent a multi-billion dollar industry with over 10,000 products in the marketplace. Consumer demand for fair trade products has steadily risen over the course of the last decade thanks to the tireless work of dedicated advocates and advocacy organizations, fully committed companies, and students. Certified Fair Trade products are available at hundreds of natural product retail stores such as Whole Foods Market locations across the country.

Fair trade is a social movement and market model that aims to empower small-scale farmers and workers in underdeveloped countries to create an alternative trading system that supports equitable trading, sustainable development and long-term trading relationships. Fair trade supports fair prices and wages for producers, safe working conditions, investment in community development projects, and the elimination of child labor, workplace discrimination and exploitation.

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Fair World Project is a non-profit organization whose mission is to promote organic and fair trade practices and transparent third-party certification of producers, manufacturers and products, domestically and abroad. Through consumer education and advocacy, FWP supports dedicated fair trade producers and brands, and insists on integrity in use of the term “fair trade” in certification, labeling and marketing. FWP publishes a bi-annual publication entitled For a Better World and sponsors regular Fair World Tours of regions with emerging fair trade projects to highlight their role in surrounding communities. For more information, visit: http://www.fairworldproject.org.

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