If you could improve the life of a Colombian coffee farmer or a Ghanian cocoa grower by just changing brands, would you?
Millions of people worldwide have, simply by strolling into a supermarket in London or Berlin or Los Angeles or Sydney, and buying a Fair Trade product.
The blue-and-green Fair Trade mark appears on products as an independent guarantee that disadvantaged producers in the developing world are getting a better deal.
High-profile people promote the cause. Coldplay lead singer Chris Martin, Fair Trade's international ambassador, scrawls the message "Make Trade Fair" on his hands before his concerts. Sydney chef and author Kylie Kwong is the Australian Fair Trade ambassador. And sales of products carrying the Fair Trade symbol have doubled every quarter since it was introduced in Australia a year ago.
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