Strategy

The Fair Trade Company works with more than 70 fashion and handicraft producer groups in 20 countries across the developing world, mainly from India, Bangladesh and Nepal, but also with groups in Africa and Latin America. The 70 producer groups cover around 2000 people. Including the family members of the producers, around 10,000 people benefit from FTCo’s programs. FTCo and International Fair Trade Association (IFAT) studies have shown that its fair trade producers are able to achieve a 30% higher income on average compared to the local market.

People Tree Ltd. was founded in 2000 in the UK in order to take advantage of the fair trade wave currently sweeping through the UK. People Tree does not rely on expensive ads in newspapers or magazines. Instead, a team of highly qualified marketing experts and journalists regularly manages to place articles in major publications ranging from The Independent, Marie Claire, Metro to Vogue. In addition, People Tree establishes partnerships for cross-selling and product placement. PeopleTree is about to achieve a large marketing break-through with the launch of a garment line in Selfridges, London’s most prestigious retail store.