The Fair Trade Certified Logo Gets a Makeover

Courtney Lang January 18, 2012

Fair Trade USA Unveils Redesigned Certification Label

By:  Fair Trade USA

Fair Trade USA has launched the new label for Fair Trade Certified products. See their post below announcing it, and its variations!

Well hello !I’m the newly-redesigned Fair Trade Certified label. Check me out with my more modern rounded edges and shades of green. I think my new look will make it even easier for you to spot Fair Trade Certified products in your favorite grocery stores, restaurants and cafes.

Most of you probably know me as Fair Trade USA’s original black-and-white label, which is now found on more than 10,000 products throughout the United States. This is the first time that Fair Trade USA has updated me since it started in 1998 – about time, right?!

And just like my predecessor (fondly known as “Bucket Boy”), my job is to ensure shoppers that the farmers and workers producing the labeled goods were paid fair prices and wages, work in safe conditions, protect the environment, and earn community development funds to empower and improve their communities.

Both labels represent the same rigorous standards, but now I can be used in any country in the world. Brands have already started using me on the packaging of some of your favorite Fair Trade Certified products, and I think you will see a whole lot more of me in the near future. However, you will still see the old black-and-white label on products for awhile as companies update their packaging.

You’re wondering where the inspiration for my new look came from, aren’t you? Well, I was designed to visually highlight the important benefits of Fair Trade. The simpler, one-basket design communicates sharing and the reciprocal relationship with the farmers we serve. The shades of green represent the environmental benefits inherent in Fair Trade, and the addition of color will make it easier for you to find me on grocery store shelves.

I’d also like you to know that I now come in two different versions, designed to clearly highlight the difference between whole products and products made with Fair Trade Certified ingredients.

When you see this version of me on things like coffee, tea and produce, you can be assured that 100% of the product is Fair Trade Certified:

Now for some products, like ice cream, snack bars and bottled beverages, Fair Trade Certified ingredients are combined with non-certifiable ingredients like wheat, eggs, and dairy. In this case, if at least 20 percent of the product contains Fair Trade Certified ingredients, you’ll see this label:

Fair Trade Certified Ingredients Label Our rigorous standards for certifying Fair Trade products include some other regulations for using this version of the label. You can read more about them in our Multiple Ingredients Product Policy blog post.

Now that you know more about my new look, will you look for me next time you head to the supermarket? I am here to make your bar of chocolate, scoop of ice cream or cup of tea much more meaningful, a purchase that improves lives and protects the planet. Just look for me and make Every Purchase Matter.

Read the press release for more details about the updated Fair Trade Certified label and revised Ingredients Policy.

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Courtney Lang, National Organizer | Fair Trade Campaigns

Courtney Lang brings over 5 years of community organizing to Fair Trade Towns USA, building both the Local Food and Fair Trade networks in Vermont. As Local Food Coordinator with City Market/Onion River Cooperative, Courtney worked with local producers, institutions and consumers to grow the local food system and organize a strategic model for community engagement through farm tours, workshops, and local food challenges. Like many in the Fair Trade industry, Courtney was inspired to take action in Fair Trade when she witnessed child-labor first hand in Costa Rica. As a founding member of Fair Trade Burlington, she has worked with economic development organizations, businesses, and consumers to build awareness of Fair Trade among Vermonters. She also worked with a Fair Trade USA licensee, Vermont Coffee Company, as Friend Ambassador where she united the story of Fair Trade to every purchase of coffee.