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Common misconceptions about fair trade: use marketing to educate

There are some common misconceptions about Fairtrade products, but you can educate your consumers with the right marketing messages. With the right messaging, you can help consumers see that there is a better way to buy and what the advantages are for them and their families. 

All Fair Trade labels are the same

Fair trade is a phrase that gets bandied about a lot in marketing. Marketing messages that talk about trading fairly in a more general term are not the same as products that have been certified as Fairtrade. Fairtrade is a trademark of the Fairtrade Foundation. Fairtrade products are certified by FLOCERT, an independent asssessor, to meet Fairtrade standards. Communicate this certification in marketing messages from companies that are certified. 

Fairtrade labels are just a label

The Fairtrade Foundation works tirelessly with growers and farmers to negotiate better terms of trade. They set a Fairtrade minimum price and a Fairtrade Premium which goes back into the community. It can be used for projects like education and community facilities. This support for the local communities that grow the raw ingredients, like coffee and materials, like cotton is a strong and positive marketing story that these brands can use. 

Fairtrade products are expensive

Talking about premiums makes consumers think that Fairtrade products are more expensive to purchase but that need not be the case. The difference, which is significant for the farmers, can equate to a few more pennies for a product. One of my favourite Fairtrade coffees is cheaper than other brands on the shelf. 

Like any other ‘premium’ product, highlight the benefits to the consumer in the marketing messages. Benefits like organic farming methods that ensure that no toxic chemicals are used. What is the price you will pay to protect your family? Another key benefit is the sustainability of the farming methods used by Fairtrade growers. The funds provide education to these farmers so that they can learn to be more sustainable.

The three main misconceptions about Fairtrade products can all be cleared up with the right messaging in your marketing. Certified Fairtrade products bring positive benefits to farmers and consumers through fair pricing, sustainable farming practices and quality organic produce. 

Include these messages in your marketing and show consumers why it is worth buying fairly traded products. Use them in social media, advertising and SEO. Need help with that?