Recognition of the Fair Trade Certified™ Seal Hits an All-Time High

Recognition of the Fair Trade Certified™ Seal Hits an All-Time High

Fair Trade USA and the Natural Marketing Institute release new data on consumer awareness of Fair Trade; driven by growing demand for and availability of ethical products
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Recognition of @FairTradeUSA's #FairTradeCertified seal hits an all-time high.

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Tuesday, February 28, 2017 - 12:35pm

CAMPAIGN: Press Releases

CONTENT: Press Release

OAKLAND, Calif., February 28, 2017 /3BL Media/ – Fair Trade USA, the leading third-party certifier of Fair Trade products in North America, and the Natural Marketing Institute (NMI), an international consulting and research firm specializing in health and sustainability, today release new data indicating that sixty-seven percent of consumers now recognize the Fair Trade Certified™ seal, an eight-percentage point increase over 2015. This growth is supported by new findings on consumer preferences – particularly around ethical products – and the wide array of Fair Trade products hitting store shelves across a broader array of categories.

In addition to the spike in general awareness, the joint research underscores shoppers’ growing demand for products that align with their values. Sixty-four percent of the general population are more likely to buy products from companies that support causes they believe in, up from sixty-one percent last year. Millennials are especially likely to look for the Fair Trade Certified seal for proof of social claims: seventy-three percent recognize the seal, and fifty-three percent are more likely to purchase Fair Trade Certified products.

“More than ever before, consumers want accountability, responsibility and sustainability from the companies they buy from,” said MaryEllen Molyneaux, President of NMI. “By looking for the Fair Trade Certified™ seal on products from more than 1,000 companies, people can turn their everyday purchases into a profound force for good. Every dollar is a vote for the world we want to live in.”

The broadening range and availability of Fair Trade products on store shelves makes it easy for consumers to shop their values.  Nine hundred and sixty-three new CPG products launched in 2016 alone, compared to 550 in 2015.  New products launching this year, many in time for Expo West, include:

Sweets and Treats:  Wholesome! launches Fair Trade Certified DelishFish candy made with organic, clean ingredients.  Alter Eco expands offerings to three new bars:  Dark Salted Almonds, Dark Salt & Malt and Dark Super Blackout 90%; as well as one new truffle: Dark Mint.  Free2b Foods launches three new Snack Breaks snacking chocolates.  Guittard Chocolate Company now sources Fair Trade Certified cocoa for their sixty-three percent baking chip. Chuao Chocolatier expands offerings with over 35 new products and will source Fair Trade Certified cocoa for their entire line of products. Sheila G’s Brownie Brittle expands offerings to their Thindulgent Dark Chocolate Bark Trail Mix.

Drinkables: Numi Organic Tea collaborates with Smucker Natural Foods to launch a new premium line of Numi Organic RTDs, featuring Fair Trade tea and cane sugar: Aged Earl Grey™, Black Lemon, Hibiscus Red, Jasmine Green and Classic Mint. Numi Organic Tea is also launching a new line of Holistic herbal teasans in bagged tea form that feature Fair Trade Certified herbs and flowers such as guayusa, hibiscus, and rooibos. Available in six flavors: Embrace, Vision, Presence, Balance, Purpose, and Gratitude.

Unique and Noteworthy: I Heart Keenwah expands offerings with a new line of Toasted Quinoa Hot Cereal, made with Fair Trade Certified quinoa. Spectrum expands Fair Trade Certified chia offerings to three new supplements: Organic Ground Chia, Warrior Vitality Blend and Decadent Blend; and launches Organic All Vegetable Shortening, the first product made with Fair Trade Certified palm oil. 

About Fair Trade USA
Fair Trade USA
 is a nonprofit organization that promotes sustainable livelihoods for farmers and workers; protects fragile ecosystems; and builds strong, transparent supply chains through independent, third-party certification. Its trusted Fair Trade Certified™ label signifies that rigorous standards have been met in the production, trade and promotion of Fair Trade products from over 80 countries across the globe. Recognized as a leading social venture by the Clinton Global Initiative, the Skoll Foundation and Ashoka, Fair Trade USA also provides critical capacity-building programs at origin, and educates consumers about the power of their purchase. Visit for more information.

About NMI
NMI is an international strategic consulting and research firm specializing in health and sustainability since 1990. They are known for their consumer databases, now with 17 years of data across more than 1 million consumers in 30+ countries. NMI’s knowledge and experience within health, sustainability and social research is unparalleled. For more information, please visit

Julie Clark
Fair Trade USA
(510) 844-1407