European Examples
from the Buyer Be Fair film

• "92% of Dutch consumers know what the label means" [a coffee associated with Fair Trade]
• Garstang, England, (population 5,000) voted to make itself a "Fair Trade town", with 90% of the merchants participating and Fair Trade part of the school curriculum.  Now Cardiff, Endinburgh and London have taken action using criteria developed by the British Fair Trade Foundation.

• "49% of the Dutch people know what FSC stands for"
• "In Sweden, where recognition of FSC is also high, nearly half the country's extensive forests are certified"

• Garstang was started by the drive of a single person: Bruce Crowther.
• The Dutch coffee was also started by an individual.
• In Holland, two people developed FSC commercials: "Their radio and TV colleagues...did it for free" and "everybody starts to broadcast the commercials" [for free].