Fifty-Nine Percent of Americans Now Aware of Fair Trade Certified™ Products

Fifty-Nine Percent of Americans Now Aware of Fair Trade Certified™ Products

Fair Trade USA and the Natural Marketing Institute reveal new data on consumer attitudes toward Fair Trade; strong support from Millennials and mainstream grocery

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Thursday, February 25, 2016 - 3:30pm

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OAKLAND, Calif., February 25, 2016 /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 released new data indicating that fifty-nine percent of consumers now recognize the Fair Trade Certified™ label. This growth is supported by new insights into consumer spending habits– particularly around the role of Millennials in driving ethical purchases – and an abundance of new Fair Trade products hitting store shelves.

In addition to the spike in general awareness, up from fifty-five percent in 2013, the joint research between NMI and Fair Trade USA reveals that nearly forty percent of the general population look for proof of social claims when purchasing products.  Millennials are especially motivated by causes, seventy percent of whom are more likely to buy products from companies that support their favorite causes, compared to sixty-one percent of the general population.  Sixty-five percent of Millennials also recognize the Fair Trade Certified label.

 “Consumers want accountability, responsibility and sustainability from the companies with which they do business,” said MaryEllen Molyneaux, President of NMI.  “The Fair Trade Certified label allows shoppers to readily identify products that meet these criteria.”

Fair Trade USA partnered with NMI as part of its broad-reaching “The State of Sustainability in America” study, which will be released at the end of March 2016.

Increased numbers of Fair Trade Certified™ products on store shelves also make identifying and purchasing ethical products easier than ever.  One hundred and thirty-three new Consumer Packaged Goods (CPG) products have launched since January 2016 alone, driven largely by growth in the mainstream sector. These products add to the nearly 550 Fair Trade Certified™ CPG items launched in 2015.  Some new products, many launching in time for Expo West 2016, include: 

Sweets & Treats: Marich Chocolates launches 32 new skus dipped in Fair Trade Certified™ chocolate, including Triple Chocolate Toffee, Pastel Chocolate Cherries and Milk Chocolate Sea Salt Caramel Popcorn. TCHO expands offerings to five new bars. Vosges Haut-Chocolat expands offerings to five new bars. Whole Foods 365 Everyday Value Fair Trade Ice Cream adds two new flavors, French Vanilla and Cookies & Cream, made with Fair Trade Certified™ sugar.  Kashi launches two GoLean bars made with Fair Trade Certified™ chocolate. Annie’s launches Cocoa Bunnies Cereal made with Fair Trade Certified™ chocolate.

Beverages: Third Street expands offerings to three new chai flavors. Hiball launches Fair Trade Alta Palla sparkling water, cold brew and protein drinks.  Honest Tea’s entire line of products will now source 100% Fair Trade Certified™ tea and sugar. BJ’s Wholesale Club launches Wellsley Farms coffee made with Fair Trade coffee beans.  Kroger launches a line of Simple Truth teas as well as a new private label coffee.  Zico expands coconut water selection with new 1-liter offerings.

Unique & Notable: Sensible Organics launches Skin Solve, designed to moisturize and replenish skin.  SunRidge Farms launches two new skus, including Dark Chocolate Ghost Pepper Almonds.

“This growth in Fair Trade offerings indicates that consumers increasingly care about what happens at the other of the supply-chain—that the farmers who grow the foods they love can take care of their land, their families, and themselves,” said Sri Artham, Vice President of CPG at Fair Trade USA.  “It’s clear that the brands supporting Fair Trade are rewarded by consumers voting with their dollars.”

With new Fair Trade products popping up in nearly every aisle of the supermarket, consumers have more opportunities than ever to make a difference their dollar, shop their values, and empower farming communities across the globe.

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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.


Jenna Larson, Fair Trade USA

(510) 844-1668;

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