Megersa Shalo tends to red coffee cherries that are ready to harvest at a Fair Trade Certified farm in Yirgachefe, Ethiopia. 

Fair Trade Certified™ has long been a top choice for anyone who counts sustainability and equity as core values. The Fair Trade label is among the most recognized and trusted certification marks around the globe. And it is so much more than just marketing.  

When producers invest time and resources into achieving certification, they find the benefits to be broader than expected – unlocking agency and increasing participation. When consumers see the label, they know they’re supporting those producers and rewarding those brands. Together they are investing in leadership that builds stronger, more resilient futures. And when companies make the bold choice to meet the moment and invest their resources in driving impact, they send a signal to those consumers and across their industries that Fair Trade Certified is good for people, for the planet, and for business. 

That’s how Fair Trade fosters leadership. It is why brand partners are leaders in their industries, offering reliable, value-driven products that consumers return to again and again. It is why consumers increasingly expect and reward brands that invest in the people behind their products. It is why farmers, workers, and fishers do the hard work of becoming certified. This Fair Trade Month, we’re celebrating the leadership behind the label by highlighting producer leadership, engaging consumers as the leaders pushing businesses to be a force for good, and celebrating brands with strong commitments that make lasting impact.

Hear from three of those partners who make certification a key part of their business strategy: 

Brand Leaders 

Brands have the power to drive lasting change and shape better futures. Our partners know this better than anyone, and are leaders in creating ethical, resilient supply chains that can adapt to changing markets and remain strong during times of uncertainty. This means more job security, consistent and fair pay, and dependable, safe conditions for workers.  

Businesses sourcing from certified farms, factories, and fisheries see sustainability as a part of their bottom line, not just a box to check. This means that brands are truly invested and can collaborate with workers to create solutions and measure real progress. NatureSweet, a leading brand for snacking tomatoes, maintains strong relationships with farm workers, centering producer leadership and future investment: 

“At NatureSweet, we’re proud to put people at the heart of everything we grow,” says Tobianne Paul, Chief Marketing Officer at NatureSweet. “That’s why 100% of our snacking tomatoes are Fair Trade Certified, delivering quality produce to consumers while empowering our Associates to invest in their communities.

 

Through Fair Trade Community Development Funds, our Associates have chosen to support education, creating lasting opportunities for themselves and their families. This certification strengthens our commitment to responsible practices and ensures that our Associates remain central to our mission.”

Consumer Leadership 

Brands that lead with purpose are standing out in a crowded marketplace. The Fair Trade Certified label helps shoppers tell the difference between products with real sustainability commitments and those who are greenwashing. It makes it easy for shoppers to be leaders with their purchases. This creates a ripple effect: conscious consumers support aligned brands, encouraging retailers to expand their sustainable offerings, and inspiring more businesses to follow suit. 

Business partners also lead by building community with their consumers, offering trusted products while sharing how their work helps uplift worker communities. Death Wish Coffee is one of those partners. 

“At Death Wish Coffee, we’ve always focused on giving our consumers the boldest, smoothest, and most delicious cup of coffee possible, and that starts with sourcing high quality beans. Sourcing our beans through fair and environmentally responsible practices is one of the most meaningful ways we uphold our values and support the farmers behind our brews. Having the Fair Trade Certified label on our packaging shows consumers that we’re committed to proven, lasting impact they can trust.”

 

 

— Shannon Sweeney Marketing Director at Death Wish Coffee

Alberto Rivero and Saturnino Rivero take a break from harvesting sugar cane at a Fair Trade Certified farm in Paraguay.

Producer Leadership  

Farmers, fishers, and workers are the driving force behind our model and have long led the way in environmental and social innovation. We continue to see producers apply their knowledge, expertise, and creativity to drive cutting-edge solutions for today’s most pressing challenges.  

All partners distribute Community Development Funds, putting more capital in the hands of workers to invest in their future. Funds help support projects in education, healthcare, local infrastructure, business opportunities, and more. And they are instrumental in creating opportunities for all to step into leadership roles. Wholesome, a partner offering Fair Trade Certified sweeteners, centers collaboration in their approach: 

 

“At Wholesome, we believe in Fair Trade’s role in empowering farming communities and connecting bakers and makers in the US with the people and places that grow their sweeteners. Over our history, we’ve given back more than $30 million in Fair Trade Funds to support sugar, agave, and honey producing communities.

 

Growers have voted on how to use these funds to support the needs of their communities, including building housing, funding programs to support childhood development, and providing dental and vision care. We’re proud of the work that we’ve accomplished together, and we look forward to continuing to support resilient farming communities while providing high quality sweeteners to our consumers.”

 

 

— Nigel Willerton, Founder of Wholesome & President of Whole Earth Brands

Fair Trade unlocks lasting leadership.

For our community, certification is just the start of ongoing leadership and impact. All month we will be sharing stories of perseverance, innovation, and progress, driven by producers and supported by companies that turn their values into action. Leading with Fair Trade means a commitment to action, and making real, tangible change that ripples through generations. For more on how our community is taking action, see more stories from our blog.