The Challenges of Marketing Fair Trade - Wynne, Sandy

20. Do you belong to the Fair Trade Federation (FTF)?
Yes (11%) No (78%) Not sure (5%)
21. Do you use the FTF Mark in marketing your company?
Yes (11%) No (72%) Sometimes (11%) Not applicable (6%)
22. Do you use currently use the FTF Mark on your products?
Yes (17%) No (61%) Sometimes (11%) Not applicable (11%)
23. Do you see similar marketing challenges identified in question # 13 for fairly
traded products? If yes, please go to # 13 and identify them.
Yes (56%) No (11%) Not sure (33%)
24. What marketing strategies do you use to promote/sell fairly traded products?
Please check all that are applicable.
Products “sell themselves” (78%)
On line: web site, web blogs, discussion groups, ads (17%)
Print media: newspapers, magazines (11%)
Radio or TV: ads, sponsoring shows (11%)
Posters: in store or display windows (50%)
Brochures at point-of-sale (44%)
Talking with customers (72%)
Free samples (33%)
Trade shows (17%)
Product donations at events (11%)
Catering or sponsoring events (11%)
In store displays (22%)
Encouraging organizations (schools, churches, governmental bodies) to use Fair
Trade products (17%)
Customer surveys (5%)
None (0)
Other: ___ (5% - Films)
25. What types of fairly traded products are you involved with?
Clothing and clothing accessories (22%)
Household items (22%)
Jewelry and other craft related items (22%)
Food related (94%)
Other: ____ (11% - Shopping bags, Greeting cards)
26. Do you support creation of a universal or national Mark to identify fairly
traded products (since the FTF Mark was designed for companies to use, but not
for putting on products)?
Yes (61%) No (11%) Not sure (22%) Not applicable (6%)
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