The Challenges of Marketing Fair Trade - Wynne, Sandy

country. In May 2008 the Fair Trade Resource Network is introducing America’s first
Fair Trade Fortnight Campaign to coincide with the international celebration of World
Fair Trade Day, May 10, rather than coinciding with the UK Fortnight campaign in late
March. WFTD is a separate event, always on the second Saturday in May and sponsored
by the Fair Trade Resource Network with support from Fair Trade companies. This day is
an opportunity for all groups in Fair Trade to connect with the international movement. It
may make more marketing sense to separate the timing of the American Fortnight and
WFTD celebrations rather than overlap them, which may dilute attention from the
uniqueness and international focus of WFTD. Fair Trade Month is a U.S. campaign,
designating October as a time to promote Fair Trade and to offer exposure for retailers
carrying Fair Trade products. All of these campaigns gearing up in the U.S. may require
more financial and human resources or existing resources to be better allocated to assure
success.
A U.S. campaign that targets students is United Students for Fair Trade (USFT),
pushing for Fair Trade products on campuses around the country. Success stories include
Dartmouth, Brandeis, and the Universities of Florida, Arizona, and Washington. USFT is
independent of TFUSA, who also promotes Fair Trade consumption on campuses. Along
with campuses, TFUSA targets faith groups with its Interfaith Fair Trade Initiative,
asking congregations to serve Fair Trade products.
While the focus has been on communities, schools and faith groups, a huge
untapped potential for increasing awareness is procurement policies of U.S. governmental
agencies and businesses. The UK, as well as other countries and the European
Parliament, has demonstrated a strong commitment with its inclusion of Fair Trade in
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