In short, the combination results in a “Whole Trade^TM Guarantee,” or a guarantee of high quality fair trade products (see a recent Whole Foods press release for more info). The guarantee seems like a bit of marketing hype, but should also help push fair trade issues to a broader market. In short, the guarantee should indicate that a product meets the following criteria:

• exceptional product quality,
• more money for producers,
• better wages and working conditions for workers,
• sound environmental production practices that promote biodiversity, and
• support of poverty eradication via donating one percent of product sales to the Whole Planet Foundation^TM.

TAGS: Fair Trade | Whole Trade | Whole Foods | Organic | Coffee | FTC

This entry was posted on Friday, March 30th, 2007 at 12:25 pm and is filed under Business Strategy, Corporate Social Responsibility, Interesting News, Social Enterprise, Socially Responsible Investing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.