One of the most frequently asked questions I get is: What is the difference between Fair Trade and Direct Trade? Fairtrade America explains :
Fairtrade is a global system that
adheres to rigorous, internationally agreed standards to ensure that the most
vulnerable farmers and workers are empowered to improve their own lives. By
choosing products that bear the FAIRTRADE Mark, you have an independent
verification that the claims made by the company selling that product are
grounded in concrete evidence.
Direct trade mainly is used in
reference to coffee and implies a direct relationship between the farmer and
the company (usually a coffee roaster). Direct trade and its principles of
getting to know and appreciate farmers more is something that we applaud.
However, there is no way to verify if a company/roaster’s claims of fair prices
and good treatment are correct other than their own word.
Furthermore, although some roasters
may deal directly with farmers they still rely on intermediaries like exporters
and importers. Therefore, there are still multiple links in their supply chain.
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