How do you know if a brand's ethical claims are fair?

Find out more about brand's ethical claims.
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How do you know if a brand's ethical claims are fair?

This side is for brands who make ethical claims and don't have independent Fairtrade certification. This side is for brands who make ethical claims and do have independent Fairtrade certification.
Who owns the label and what's it for? Marketing tool owned by the brand to generate sales and profits. An independent not for profit to provide farmers with a future through fair prices, collective organisation and community investment.
Are farmers represented on the company? Ever seen a developing world farmer on a multinational board? No? Neither have we. Yes - 50% of the board are representatives of farmers.
Who checks what's being said on the pack and in the ads? Brand owners and their legal teams. An independent not for profit.
Who's behind the label? Highly paid designers employed by the brand, just like the ones who designed the pack. An independent not for profit to address the imbalance of power in trading relationships.
Who supports the label? Look for a well known organisation on the pack, if it's not there then chances are nobody else supports it. All sorts of people and groups support Fairtrade - farmers in developing countries, thousands of consumers, Oxfam, Stop The Traffik and Christian World Service.
How many Kiwis support this type of labelling? 3% of New Zealanders don't think independent certification is the best way to check a brand's claims and 21% are neutral. If you're one of them, tell us why. info@fairtrade.org.nz 76% of Kiwis believe independent certification, like Fairtrade, is the best way to check a brand's claims.
With consumers thinking more and more about the ethical and environmental standards of the products they buy, marketers have leapt in with a mind-boggling variety of claims. Needless to say, some of those claims are skin deep. We know you need to trust us, so that's why as the world's most recognised ethical label, we make sure you have reason to. Fairtrade is an independent third party certification that holds companies to the highest ethical standards. Those standards are designed to address the imbalance of power in trading relationships, unstable markets and the injustices of conventional trade. This isn't a charity. We're giving producers a decent return for their work, empowering them to improve their lives and plan for their future. When you see the FAIRTRADE Certified Label on any product, you can be sure to trust it.

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