Much research has been carried out on the consumer behaviour of Generation Green, who represent the imminent economic future of this planet. A 2019 report, The State of Consumer Spending: Gen Z Shoppers Demand Sustainable Retail found that 54% of Generation Z and 50% of Millennials are willing to spend an additional 10% or more on sustainable products. This compares to 34% percent of Generation X and 23% percent of Baby Boomers, indicating that with each generation, the demand for sustainable products increases. Another 2019 study by Markstein & Certus Insights found that 70% of US consumers want to know what the brands they support are doing to address social and environmental issues and 46% pay close attention to a brand’s social responsibility efforts when they buy a product. It should come as no surprise then, that the brands that do deliver on these imperatives are more successful than those that do not. A 2018 study by New York University’s Center for Sustainable Business (CSB) found that the sale of sustainable products as a category increased steadily over time (a 29% increase from 2013-2018), grew 5.6 times faster than non-sustainability marketed products, and delivered 50.1% packaged goods market growth (2013-2018), despite representing only 16.6% of the category. The first Fair Trade certification for coffee was born in the Netherlands in 1988, as a response to a drop in coffee prices, which severely impacted smallholder farmers. Fair Trade and other ethical and sustainable certifications have become a mainstream marketing advantage. Marketing smallholder inclusion enables companies to differentiate their offerings and enhance their reputation, while helping to address the critical problem that most large-scale food supply chains bypass smallholders entirely. Fair Trade and other agri- food certification programs aim to address a major challenge in the growing profit-for-purpose spectrum—how can consumers trust the sustainability and ethics claims made by companies? 5