Fair Game: San Francisco's Mortar Agency Takes On Branding for TransFair USA

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The non-profit organization behind Fair Trade Certified products looks to a branding campaign to increase consumer awareness of Fair Trade products in the US.

TransFair USA - the independent, non-profit organization behind Fair Trade Certified™ products - looks to San Francisco integrated brand communications agency Mortar to accelerate the adoption of Fair Trade labeling in the United States.

While best known for its role in transforming the coffee industry, in recent years Fair Trade Certified has grown to encompass more product categories which have become fixtures in the U.S. marketplace- including tea, sugar, cocoa, flowers, wine and much more.

"We have succeeded in developing an alternative and viable marketplace rooted in the guarantee that farmers and workers are given fair prices and wages," says Bob Sleasman, VP of Marketing at TransFair USA. "As our product categories continue to increase, we will be looking to Mortar for fresh insights about the Fair Trade customer, and new and innovative ways to market Fair Trade labeling here in the US."

About Mortar
Mortar is a San Francisco-based brand communications agency dedicated to helping organizations make emotional connections with today's shell-shocked consumers. Mortar's unorthodox approach typically combines street-level research, integrated strategy, online and offline advertising, public relations and immersive tactics that defy boundaries and amplify budgets.

About TransFair USA
Located in Oakland, CA, TransFair USA is the only independent, third-party certifier of Fair Trade Certified™ products in the United States. TransFair USA audits and certifies transactions between U.S. companies offering Fair Trade Certified products and their international suppliers to guarantee that the farmers and workers producing Fair Trade Certified goods were paid fair prices and wages.

TransFair allows U.S. companies to display the Fair Trade Certified label on products that meet strict Fair Trade standards.


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Serene Buckley
Mortar PR
415-772-9907 ext. 117
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