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Fair Trade USA redesigns certification label

FBR Staff Writer Published 19 January 2012

Fair Trade USA, the leading third-party certifier of Fair Trade products in the US, has rolled out a newly redesigned certification label and significant revisions to its Multiple Ingredients Product Policy.

According to Fair Trade, these changes will better serve the needs of farmers, businesses and consumers that look to the Fair Trade Certified label to ensure that rigorous standards and transparency have been met.

Under the revised Ingredients Policy, which applies to all food and personal care products, only products that contain 100% Fair Trade Certified ingredients may bear the full Fair Trade Certified label.

In addition, products containing at least 20% Fair Trade Certified ingredients will now bear a new Fair Trade Certified Ingredients label.

The redesigned label, a significant deviation from the original black-and-white Fair Trade Certified label, can be used in any country in the world. It was also designed to visually highlight the important benefits of Fair Trade.

Fair Trade USA graphic design manager Ivan Blackshear said the clearer, more modern design helps the label 'pop' better on the shelf, enabling consumers to quickly find Fair Trade Certified products where they shop, while better communicating the importance of Fair Trade certification.

Fair Trade is encouraging brands to convert to the updated logo on packaging by October 2012. However, the organization said that it will continue to support both the old and new labels to minimize marketplace confusion.