What is the FAIRTRADE Mark?

The FAIRTRADE Mark is the most widely recognized and trusted ethical label in the world.

FAIRTRADE Mark

The FAIRTRADE Mark is the independent consumer label you see on a product that meets the international Fairtrade Standards. It shows that the product has been certified to offer a better deal to the farmers and workers involved. Our blue and green Mark is recognized by consumers around the world as the leading social and sustainable development Mark. It inspires high trust in consumers around the world that a considered purchase improves the lives of people and communities in developing countries. Products with the Mark are sold in more than 120 countries.

A 2016 Globescan study found that almost two-thirds of consumers globally try to support brands that are purposeful. Selling products which carry a well-known and highly trusted independent third-party certification such as the FAIRTRADE Mark allows an organization to clearly indicate their commitment to social and environmental values.

The FAIRTRADE Mark in Canada

An independent 2015 Globescan study found that:

  • 89% of Canadian consumers who have seen the FAIRTRADE Mark trust it. Around 3 in 4 of those consumers say that it positively impacts on their perceptions of labelled products and that they purchase such products regularly.
  • 70% of customers would recommend Fairtrade products to friends or colleagues.

In Canada, consumers are increasingly aware of the producer benefits of Fairtrade, especially those relating to the socio-economic conditions of farmers and workers:

  • Fair price paid to producers
  • High standard of human rights
  • Safe working conditions
  • Prohibition of child labour

There has also been a sharp increase in associations of Fairtrade with consumer benefits. The research shows that when consumers see the FAIRTRADE Mark on a product:

  • they can easily identify that the product has been ethically produced and independently certified;
  • they feel that it reflects their personal values; and
  • they perceive that that product is of high quality and good value for money.

Visit our Using the FAIRTRADE Mark section to learn how to use the Mark on your products or promotional materials.