The Fair Trade Certified Logo Gets a Makeover

Fair Trade USA Unveils Redesigned Certification Label

01/18/2012 - 6:58 AM

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:

Fair Trade Certified Ingredients Label

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.

01/18/2012 - 6:58 AM
01/18/2012 - 6:58 AM