Patagonia Leads By Example, Expands Fair Trade Program
Patagonia has always prided itself as a company that is socially-conscious, providing outdoor clothing and gear for the eco-friendly shopper. Patagonia is also one of over 1,000 companies, representing 30 categories that sell Fair Trade Certified™ products. Consumers who trust the Patagonia brand can feel good about purchasing items with the Fair Trade mark. Since the Fair Trade program began in 1998, farmers and factory workers have earned some $350 million in premiums.
Recently, Patagonia announced that by Fall 2018, they will be offering customers 300 Fair Trade styles from 13 different manufacturers. This is up from 11 styles and one manufacturer back in 2014.
What is Fair Trade?
Fair Trade is about better prices, decent working conditions and fair terms of trade for farmers and workers. It’s about supporting the development of thriving farmer and worker communities that have more control over their futures while also protecting the environment in which they live and work. Fair Trade supports small-scale farmers and workers who are marginalized from trade in a variety of ways. Many goods come from second and third-world countries. Manufacturers and retailers who are Fair Trade certified are directly helping farmers and communities to make their own decisions, control their futures and lead the dignified life that everyone deserves.
Why is this important?
Considering many consumers have now shifted into a more socially-responsible mindset when shopping, the Fair Trade mark only helps to elevate any brand in the eye of the consumer. Worker’s rights and environmental impact have been a hot-button issue in retail for a long time and consumers of all ages are ready to see change. As a brand or retailer, these consumers make up a huge portion of your current and future purchasers. The idea that purchase power is not being used to destroy people, or the environment holds more importance than ever before. Transparency increases daily in our world, and consumers are very aware of their spending habits and what those choices can mean, globally.
Is Fair Trade in your future?
As a brand or retailer with operations in Asia, Africa or South America, exploring Fair Trade certification is a wise investment for your company as consumers’ purchasing habits continue to trend towards environmental and social responsibility.
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