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Fair Trade USA launches new brand identity, website and consumer message: “Every Purchase Matters”
San Francisco agency, Mortar, developed concepts for the Oakland-based nonprofit

SAN FRANCISCO, CA (February 7, 2011) - Fair Trade USA (formerly TransFair USA), launched a new website, powered by a new identity and fresh call to action: ’Every Purchase Matters‘ -- the work of San Francisco-based brand communications agency and Fair Trade USA donor, Mortar.

Fair Trade USA, is the leading independent, non-profit certifier of Fair Trade products in the United States. Starting in Spring 2009, Mortar examined Fair Trade’s consumer messaging and positioning, with the goal of accelerating consumer awareness of Fair Trade and driving the adoption of Fair Trade products, furthering the organization’s mission to promote sustainable development and empowerment in agricultural communities in the developing world.  

Mortar’s  new Fair Trade USA tagline-- ‘Every Purchase Matters’ --grew out of a desire to remind US consumers that every penny can be a vote for fairer wages and a cleaner planet. And that action begins at the checkout. While best known for its role in transforming the coffee industry, Fair Trade USA now certifies a wide range of products including tea, sugar, cocoa, spices, fresh fruits and vegetables, flowers, wine, apparel, and much more.

The new website——was also designed by Mortar to encourage greater engagement with the Fair Trade community. “The site is an effective reminder that Fair Trade advocates are not alone—they are part of a global movement for Fair Trade and more conscious consumption,” notes Mortar founder Mark Williams. “And by better leveraging social media, we are placing farmers and their families, just one click away from the people who are buying their products.”

“Our new website clearly communicates a more focused and simplified message that will empower conscious consumers to support the movement and make their voices heard,” said Tamera Ferro, Sr. Manager of Web Initiatives. “We look forward  to watching the Fair Trade community grow.”

“Between 2005-2010, awareness of the movement increased from 9 percent to 34 percent in the United States, a four-fold increase which we attribute to the general rise of social consciousness and movements like corporate social responsibility and green taking hold,” added Mary Jo Cook, VP of Marketing and Business Development.  “With a single message to rally around and a dynamic new website, organizations and individuals invested in wider adoption can unite to help increase awareness, sales and overall impact of Fair Trade.”

Since 1998, consumer purchases have generated more than $220 million in additional income and dollars for education, health care, clean water and other vital social services to support the more than 1.2 million farming families in the Fair Trade network around the world.

Fair Trade supporters have contributed to significant momentum in 2010. Ben & Jerry’s and Green & Black’s kicked-off the year by announcing they would convert 100 percent of their products to Fair Trade Certified™ ingredients; Honest Tea committed to converting 100% of its tea to Fair Trade.


 Fair Trade USA audits and certifies transactions between U.S. companies and their international suppliers to guarantee that the farmers and workers producing Fair Trade Certified goods were paid fair prices and wages, work in safe conditions, protect the environment, and receive community development funds to empower and uplift their communities. Fair Trade USA educates consumers, brings new manufacturers and retailers into the Fair Trade system, and provides farming communities with tools, training and resources to thrive as international businesspeople. Visit for more information.

Mortar is a San Francisco-based, full-service brand communications agency which combines consumer research, integrated strategy, online and offline advertising, public relations and immersive tactics to defy boundaries and amplify budgets.