Strategic retail wins in a global market
By Fair Trade USA™
February 5, 2026
5 MIN READ
This article is featured in the Magazine “Private Label and National Brands: Decoding Food Retail”, created in collaboration with Global Retail Brands. You can find more insights about the Magazine and additional articles here.
Fair Trade USA is the leading third-party certifier of fair trade products in North America. Partners who bring Trade Certified™ products to market commit to meeting rigorous supply chain standards in ethics and sustainability. Standards at certified farms, factories, and fisheries include fair pay for all workers, safe working conditions, strong environmental safeguards, and distribution of Community Development Funds that support worker-led projects.
Founded in 1998 as a response to the struggles of coffee farmers in Nicaragua, the organization has since expanded standards to more than 30 product categories. Fair Trade Certified products span across diverse industries including produce, coffee, tea, packaged goods, seafood, personal care, clothing, and more. The impact of certification among farmers and workers is significant and often generational, with many using Community Development Funds to increase healthcare access, expand education, and create opportunities for economic growth.
Empowerment is at the core of the mission. Fair Trade USA understands that farmers, workers, and fishers know their communities best and possess unique knowledge on how to protect local ecosystems. Brands and retailers who source and offer Fair Trade Certified products are improving livelihoods and building sustainable supply chains while also appealing to increasing consumer demand for ethical and sustainable business practices. Both retailers and brand partners have seen increased sales, consumer loyalty, and brand awareness while doing better for planet and people.
Better Supply Chains Mean Better Business
Today more than ever, consumers are expecting brands and retailers to take accountability for their social and environmental impact. Consumers are also increasingly fluent in identifying values-aligned brands and telling the difference between real commitments and greenwashing. Fair Trade Certification is a trusted label that demonstrates a commitment to creating better livelihoods, protecting the environment, and an investment in a sustainable future.
When retailers put Fair Trade Certified products on their shelves, more consumers are given the opportunity to support supply chains that prioritize workers, help eliminate child labor, and put capital back into the hands of producers.
Fair Trade Certified farms and factories come with incredible stories of impact from workers who are experts in their fields, and who have used Community Development Funds to improve the lives of their families and peers. When retailers and brand partners share these stories, consumers see the real people behind the product, building trust while showing how certification makes a difference.
NatureSweet, a produce brand available at retailers like Whole Foods, Kroger, and Walmart, features a QR code on its Fair Trade Certified tomatoes, allowing shoppers to scan and discover real stories from associates working in their greenhouses. Similarly, Barissimo, Aldi’s tea and coffee brand, highlights its commitment to Fair Trade by printing certification details and the values behind them directly on its packaging.
Retailers have also seen success when providing clear signage, grouping certified products, and preparing employees to be knowledgeable about Fair Trade Certified for questions from shoppers. Certification, especially when it is clearly displayed on packaging and marketing materials, opens lines of communication between brands, retailers, and consumers. It shares the values behind products and makes it easy to differentiate between items that are truly driving impact, and brands who may be greenwashing.
Consumers are Choosing Ethical, Sustainable Brands
A recent study by McKinsey revealed that 73% of Gen Z shoppers report that they choose to purchase from brands they consider ethical, while nine out of ten believe that companies have a responsibility to address environmental and social issues. A PwC study from 2024 also shares that not only are consumers prioritizing brands with strong values, but many say they are willing to spend 9.7% more, on average, for sustainably produced or sourced goods.
These numbers are telling, and speak to an increasing demand for more product options that prioritize the planet and people. As this demand grows, Fair Trade USA continues to stand out as one of the most recognized and trusted labels in the market. While Fair Trade has been a trusted presence in retail for decades, its visibility and consumer recognition has grown significantly in recent years. Due to long-held consumer trust, brands partnering with Fair Trade USA – and retailers who carry their products – are resonating across broad demographics and establishing loyal customers.
Retailers Doing It Right
A wide and diverse array of retailers carry Fair Trade Certified products, all with different consumer bases. Walmart, the largest retailer in the world, offers certified products under both private label and branded products. This shows a commitment to the Fair Trade mission and acknowledges the growing demand for more sustainable and ethical products on shelves.
Many e-commerce retailers choose to add social and environmental certifications to their product search filters, making it easy for shoppers to browse for the products that align with their values. Thrive Market includes a Fair Trade Certified section on their site, while Amazon highlights certified items through its ‘Climate Pledge Friendly’ program. Fair Trade Certified also has a strong presence in the discount and club channels. Aldi, who is widely regarded for providing sustainable products at accessible prices, offers many Fair Trade Certified coffee and tea options. Costco has also seen success across categories offering Fair Trade products like beverages, produce, baking ingredients, and snacks.
Retailers are key in getting Fair Trade Certified products in front of consumers and inspiring more brands to join the movement. Bringing certified products to market looks different for every retailer, but the benefits are clear: Fair Trade Certified products create meaningful impact while meeting consumer demand for ethics and sustainability at the point of sale, all of which represent strong strategic opportunities for engaging with shoppers.
What’s Next
Fair Trade USA continues to increase impact and update standards to keep pace with a changing world. The model was designed to create resilient supply chains that continue to support workers even during difficult times. Fair Trade USA’s standards are unique, as they address social, economic, and environmental sustainability, which all help elevate extraordinary leaders around the globe to build up their communities and protect the planet.
As brands continue to join the Fair Trade movement and retailers make certified products available to shoppers, the global impact grows and consumers are empowered to purchase with purpose. Simply put, Fair Trade Certification is good for the planet, the people, and business.
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