You wheel your shopping cart down the coffee aisle and a million different products tower over you on never-ending canyon walls. You stop in front of the colored shiny bags with choices including organic, conventional, fine roasted, Colombian and also what is called “Fairtrade.”
Fairtrade represents what many people consider to be a good cause, but is also a little more expensive. You imagine poor Juan Valdez struggling to put food on the table and being abused by intermediaries. It is only a little more money, but for that farmer it could be the way out of poverty.