How do we practice sustainable business in a competitive global industry? Generally, global marketplaces are focused on economic value — getting the best product for the lowest possible price. Often, however, this approach cannot fully account for social or environmental costs. And while we are committed to achieving greater sustainability in our products and practices, we compete in a marketplace where economic value drives demand. This is the challenge of trying to do the right thing in a commercial system that does not yet fully account for its global impact.

But what if we could shift that dynamic? What if we could stimulate greater demand for Fair Trade Certified™ coffee and other sustainable products? Coffee providers would respond by buying more Fair Trade Certified™ coffee. As the economic rewards of Fair Trade Certified™ coffee grew, more smallholder farmers would work towards Fair Trade status. And more people would be lifted out of poverty and hunger. More hectares of land under cultivation would be cultivated with care. And so on in a reinforcing circle. It could work the same in many businesses and industries — maybe all?

That’s why we’re focusing on building demand for sustainable products and evolving our product line to be more sustainable. Once consumers understand the goals of Fair Trade and sustainability — protecting scarce resources, strengthening communities, reducing poverty, and ensuring equity in commercial relationships — they will want to help build a better world.