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Marketing the fair trade message doesn’t come easy to Dean but social media helps. “How do you share what fair trade is in a sound bite?” she asks. She’s found success in television advertising during October through November and while it wasn’t inexpensive to produce and air, she feels it’s a great way to get promote her brand. She encourages retailers that
don’t carry fair trade to introduce it to their merchandising mix because customers are seeking it out more than ever these days. “There is incredible selection of fair trade items available now,” she says. “It does take time to fi nd so you may have to be a bit patient. Look at smaller, emerging organizations, learn their stories and then share them with your customers. Those stories help your customers feel more involved in their buying decision.”