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World of Good to Launch Online Fair Trade Hub
World of Good, IFAT and eBay are partnering to sell “people positive products” on Project Good, a new online hub for fair trade producers. The project will feature a Community Site and Seller Hub to help smaller companies build their brands effectively.
It’s unclear what sort of impact this will have on the sale of fair trade products in rich countries, but the concept of aggregating the marketing needs of smaller vendors is an innovative one. Developed markets tend to be dominated by high-profile brands with large advertising budgets; this project provides a new platform for small firms with little brand power and niche appeal. Much will hinge on Project Good’s ability to promote the hub to consumers.