For artisans, art assumes the highest priority not only because it is their source of their income but also because it is inherited from their forefathers. A majority of the art, be it embroidery, appliqué work, hand block printing, bell making or anything else, requires intensive use of the eyes. Eyes are the most important tools for an artisan, and this is especially true for those who do minute work like embroidery.

Most of the artisans lack the ability to have regular medical checkups. Lack of access to facilities and money to pay for healthcare prevent them from seeking help and sometimes their ailments can worsen. To help the artisans in this regard, we organized a free `eye checkup camp’ for the poor artisans living in the remote desert areas near Barmer, Rajasthan in association with our partner NGO, SURE, who actively works for the betterment of the rural population in that area. In the camp, around 326 rural women artisans and their families were given free eye exams by a qualified ophthalmologist.

A total of 120 people were diagnosed to have poor vision; 110 were women artisans. All these patients were provided (free of cost) with good quality eye glasses. In addition to this, around 54 people were diagnosed with acute eye ailments and were given free medicine and advised to seek further treatment. They will be offered eye surgeries at subsidized rates.

Once you’ve found sustainable products to carry in your store – with the help from our previous post on Identifying Sustainable Products – how do you then communicate that sustainability to your customers? Understanding the materials, production methods, and labels of your products will help you explain to your customers how their purchase makes a difference.

One of the most effective ways to talk about products is through their stories. Whether a narrative about who made the product or an interesting story behind the materials used, these anecdotes will stand out both in your mind as well as your customers'. They give an added value to the product, and help remind people that their purchase is unique and meaningful.

This leads to another point about uniqueness – know and use key words to describe what you are trying to sell and what makes it stand out. This ranges from Fair Trade, Handmade, Recycled, and Sweatshop-Free, and includes both social and environmental factors. Most sustainably-minded companies include such terms in their branding, so always use the merchandising and marketing materials they provide you to communicate both stories and values.

To take this one step further, aside from just being able to list which of your products are Fair Trade, learn what Fair Trade really stands for. Be able to communicate the values and principles of Fair Trade: empowering producers, community development, and environmental conservation. Avoid using negative or opposing descriptors; rather, convey the positive effects of Fair Trade and other sustainable practices.

And finally, remember that it's important to also connect with customers away from the store. Use of social media can be an effective platform to raise awareness about sustainability and create a dialogue with and between your customers. This also allows you to link with other like-minded businesses and find out what strategies work for them. Fair Trade, in particular, is an inclusive movement, and partnerships and communication between businesses and individuals are strongly encouraged.

by Alison Hanson

Since I began working with Handmade Expressions, I have become more conscious of the happenings within the Fair Trade movement – both its accomplishments and short-comings. While I am impressed with the recent expansion of Fair Trade, its actual reach and effect seem to be limited. Before Fair Trade can really continue to progress, it’s important for those within the movement to pause for a bit of self-reflection. Certain challenges to the Fair Trade movement exist in each level of the chain from production to consumption. Below are several that should be addressed:

1. Overall Structure of Fair Trade: The system of Fair Trade itself was founded on contradictory principles. It was created to be an alternative market structure that would bring greater equity in trading relationships; however, it intends to do so within the very system that created such trade inequities. In essence, Fair Trade is in opposition to yet operates within a capitalist market system. It still promotes a consumerist mentality, though aims to alter the values of consumption – namely, the fixation on price. There is also a distinct division amongst those working within Fair Trade, taking either a faith-based or activist approach. Those working in Fair Trade need to reconcile their differences to establish the shape and direction of Fair Trade going forward.
2. Producers: Despite the advancements in Fair Trade, producers have not shared equally in its progress. Fair Trade was created to bring benefits to the producers – market access and empowerment – yet, as of now, they are still at the mercy of Western markets and businesses. Though Fair Trade does indeed bring social and economic benefits to producers and their communities, those benefits are limited and not enough to truly bring marginalized producers out of poverty. Rarely are cooperatives able to compete and sell their goods on their own; rather, artisans and farmers constantly rely on employment and purchases from importing companies. This reinforces a paternalistic approach to trade and development, keeping producers under the control of businesses and labeling organizations in the US and Europe. If producers are to truly benefit, the focus of Fair Trade needs to shift towards empowerment and changing the system of trade.
3. FT Labeling Organizations: The bureaucracy of the Fair Trade labeling and membership organizations causes skepticism from both those within and outside of the Fair Trade movement. There exist major discrepancies in certification on a product or company level. While producer organizations have to prove their commitment to sustainable practices, such a requirement becomes a barrier to participation in Fair Trade for many marginalized producers. Large businesses, on the other hand, don't have to show anything. Standards for Fair Trade certification and membership need to be established, clarified, and enforced periodically, and should be homogeneous, regardless of whether the group is a small cooperative of producers or a large business.
4. Businesses: A greater emphasis on education and a commitment to sustainability need to be implemented by all levels of business, from importers to retailers and large corporations. There are differences in the ways Fair Trade companies operate – following profit- or movement-driven strategies – which may or may not be compatible. The incorporation of Fair Trade products by large corporations has become a particular point of conflict. The enormity of these corporations has the potential to massively grow Fair Trade, both in regards to awareness-raising and fair employment. However, this has proven to be a double-edged sword, as corporations often instead use their voice to tout the company's social commitment, regardless of the fraction of the product that actually is Fair Trade. Large and small companies alike need to have more than a short-term commitment to sustainable practices and use the resources they have to raise awareness about the impact purchasing Fair Trade products can have.
5. Consumers: Consumer consciousness needs to be raised to complete the Fair Trade system. Though most people are aware of environmentally- and socially-sustainable materials and practices, these aspects usually don’t take priority in purchasing decisions. People must learn to shop responsibly. This requires a change in the values of consumption, placing those of sustainability over prices. Individuals must also demand accountability and support of fair practices by businesses and regulatory bodies. If Fair Trade is to operate within the current market system, consumers need to realize the impact of their purchasing power beyond that of monetary value.

A holistic approach to Fair Trade needs to be taken by those within the movement – empowering producers, defining standards within labeling and membership organizations, ensuring sustainable practices and transparency by intermediary companies, and educating and engaging consumers. An obvious issue that has been left out of the above is the potential impact of governmental regulations on fair labor practices and environmental standards. This is because we have yet to see what effect governments and regulations could really have on Fair Trade. Those within the movement need to take the first step in encouraging progress for Fair Trade.

 

Join us and over 750 other Fair Trade fanatics September 10-12, 2010 in Boston, MA for the second Fair Trade Futures Conference!

The Fair Trade Futures Conference will open the door to self-evaluation, innovation and expansion. As a movement, we are encroaching over 75 years of activism and it is more than time to reevaluate our impact. Are our actions today reflective of the Fair Trade vision we once had-we still have? How should we evolve?

With labeling and certifying politics abuzz from Europe to the Americas, launching of a new certified clothing line, and a growing support for all things sustainable, the conference will be bubbly with debate, guest speakers, producer connections, new friends and inspiration for actions we all can take to create a more authentic effective global movement.

Check out the Fair Trade Futures Conference at http://bit.ly/5qsO2s to learn more about how you can get involved and make your voice heard.