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In the minds of global consumers, reading labels on products originating from the global South trigger images of sweatshops, child labour, and the unscrupulous owners poorly paying their workers. In the past decade, the global backlash has forced major brands to reconsider the ethical practices of their sourcing. The fair trade movement has long advocated for certain principles, successfully placing a new form of branding on products that carry its label. Often, consumers simply equate fair trade to payment of fair wages. However it goes far beyond a few extra dollars in the pockets of producers to ensure their sustainability.