In contrast to commodity certifiers, the Ӯ Guarantee System assesses the entirety of a business, not just a specific product, ingredient or supply chain. It includes an assessment of the enterprise’s structure and business model, its operations and its supply chains.


The Ӯ Guarantee System (GS) combines Fair Trade and social enterprise verification into one. It is built to verify that an enterprise is mission-led, focused on the interests of its producers, and this is in the structure, systems and practices of the enterprise. It was created by experts and pioneers from the Fair Trade movement so as to be credible, clear, and affordable.

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10 Principles of
Fair Trade

10 Principles of Fair Trade of World Fair Trade Organization

The 10 Principles of Fair Trade specify the ways that Fair Trade Enterprises are set up and behave to ensure they put people and planet first. The Ӯ carries out verification and monitoring to ensure these principles are upheld.

Get a copy of the principles in English, ArabicSpanish, MandarinFrench, German and Italian.

Download poster in English, Spanish and German.

Principle One: Creating Opportunities for Economically Disadvantaged Producers

Poverty reduction through trade forms a key part of the organisation's aims. The organisation supports marginalised small producers, whether these are independent family businesses, or grouped in associations or co-operatives. It seeks to enable them to move from income insecurity and poverty to economic self-sufficiency and ownership. The organisation has a plan of action to carry this out.<--break->

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The Ӯ Fair Trade Standard specifies criteria for assessing if an enterprise truly implements the 10 Principles of Fair Trade. Demonstrating compliance earns Fair Trade Enterprises the designation "Guaranteed Fair Trade". This Standard is the heart of the Ӯ Guarantee System, focusing on the management and operation of Fair Trade Enterprises.

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Learn more about
Fair Trade

Fair Trade Enterprises exist to put people and planet first. This means they pioneer solutions to broader issues like overuse of natural resources, women’s empowerment, refugee livelihoods, human rights, inequality and sustainable farming. Fair Trade Enterprises support organic agriculture, adopt circular economy production processes, generate new models of social enterprise and create new ways to champion the dignity of workers, farmers, artisans and communities around the worlread more

Ӯ Label

Guaranteed Fair Trade Product Label

  • Owned by members, can be used on all products
  • Can include name of the enterprise
  • No license-fee for members who have achieved Guaranteed status

First-buyer Product Label

  • For use by non-Ӯ members who buy from Ӯ members and rebrand the finished products
  • There is a 1% license-fee for use (on the commercial transaction)


World Fair Trade Day

World Fair Trade Day celebration in Paraguay

Women's Day

Buy Fair Trade


What is the Fair Trade
Accountablity Watch?

The Fair Trade Accountability Watch (FTAW) is an online watch system that allows all members as well as concerned stakeholders and the public to raise issues or concerns about a Ӯ member’s compliance with the Ӯ Standard.

Why Does Ӯ Include this
Tool in its Monitoring System?

It creates a platform for shared responsibility and is a cost saving mechanism. The Fair Trade Accountability Watch is another tool for the Guarantee System to ensure the system is robust. It shares responsibility for the reliability of the system among all stakeholders.

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