The Fair Trade Resource Network Publishes Fourth Edition of The Conscious Consumer
The Fair Trade Resource Network, a non-profit organization, has published its fourth edition of The Conscious Consumer: Promoting Economic Justice Through Fair Trade. The research provides in-depth information for first-time readers, but is comprehensive enough for those within the industry.
Washington, D.C., (PRWEB) February 26, 2006 -- The Fair Trade Resource Network has released the fourth edition of its flagship publication, The Conscious Consumer: Promoting Economic Justice Through Fair Trade.
This new and expanded edition is full of producer stories and photos, history, facts and figures, challenges and goals. At 36 pages, the new edition is 50 percent longer than the previous one, published in 2001.
“The Fair Trade movement has grown exponentially in the last five years,” says author Rose Benz Ericson. “To reflect important developments in many areas, it was necessary to significantly expand this primer.” Those developments include the ever-increasing number of Fair Trade products now available, the evolution of certification processes, the explosion of distribution through mainstream outlets, increasing media and consumer awareness, and the burgeoning role of students and faith-based groups.
Since its first edition in 1999, The Conscious Consumer has proved a valuable resource for Fair Trade allies, individual consumers, the media, students and educators, advocacy and faith groups, and development workers. Fair Trade organizations – which are challenged to present succinct, reliable and easy-to-grasp information that clarifies Fair Trade’s key principles to an increasingly diverse audience – find this publication an ideal supplement to their own marketing materials.
The Conscious Consumer was designed and illustrated by volunteer Robin Bort of Sun Valley, Nevada.
While The Conscious Consumer is intended to introduce readers to Fair Trade concepts, it provides more than a superficial overview. “Because so many Fair Trade consumers are highly educated, inquisitive people eager for in-depth insights, I wanted to highlight some of the tougher issues currently facing Fair Trade leaders,” Ericson says.
“As in any industry marked by rapid growth, friction often emerges, as key stakeholders debate the merits of differing philosophies and strategies,” she says. “In Fair Trade, then, where leaders tend to be passionate and highly invested, it’s no surprise that consensus can sometimes be elusive. At the same time, it’s crucial to remember that Fair Traders are united in the ultimate goal of benefiting low-income producers. By touching on some of the difficult questions, I’m hoping that The Conscious Consumer will illuminate and help shape the larger conversation about the future of Fair Trade.”
This approach is also consistent with FTRN’s mission to deepen consumers’ awareness of global issues, Ericson adds. The fourth edition outlines the history, key principles and major players of Fair Trade, and also offers the following new sections:
| | - Benefits to Consumers
- Women, Crafts and Fair Trade
- Shared Ownership with Producers
- Faith-Based Outreach
- Technology
- Identifying and Motivating Consumers
- Reconciling Mission-Based Fair Trade with Mainstream Distribution
- The Case for Parallel Certification Processes
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More than 20 organizations inside and outside the Fair Trade movement have placed pre-publication orders totaling nearly 20,000 copies of The Conscious Consumer, for distribution or resale to their constituents. The remainder will be sold through FTRN (www.fairtraderesource.org), Amazon.com and other outlets. Purchases of The Conscious Consumer support the educational work of the Fair Trade Resource Network.
“The Fair Trade Resource Network is grateful to the many sponsors and supporters who not only help us defray production costs but also distribute or resell the booklet to their members, customers and friends,” says Mary Morrison, executive director of FTRN. “This edition will deliver the Fair Trade message to far more people than ever before, influencing more consumers to choose Fair Trade alternatives, and will help support FTRN’s other educational projects. By expanding the market for Fair Trade products, we ensure that more low-income producers can participate more fully in the Fair Trade system.”
The Conscious Consumer has sold more than 60,000 copies since 1999 and remains one of FTRN’s most important educational tools and revenue sources.
Rose Benz Ericson, co-chair and co-founder of the Fair Trade Resource Network, is an independent journalist and communications consultant based near Rochester, New York.
The Fair Trade Resource Network, based in Washington, D.C., seeks to improve people's lives through Fair Trade alternatives by providing information, leadership, and inspiration. FTRN gathers, develops, and disseminates educational resources to people and organizations interested in the movement to build a more just and sustainable world through Fair Trade.
For more information, call 202-302-0976, or log on-line to our website.
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