… link above put it all in perspective for me.

Comment by Matthew Lymburner: … function of the site. At some …

… (CRM), also known as societal marketing-a strategic positioning and marketing tool that links a company or brand to a relevant social cause or issue, for mutual benefit. Consumers are known to be anthropomorphic about brands, attaching emotional and practical aspects to them” (Linton et al., 233).
For example, although they have made some attempt to clean up their supply chain …

… buying and transportation of Windward bananas and the payment of fair trade FOB prices to the SVBGA, which in turn, is responsible for paying farmers the fair trade farmgate price and for other operational and technical advice and monitoring. The social premium of $1 US/18.14 kg box is paid directly by WIBDECO to the National Fair Trade Committees of each of the islands.
Fair trade …