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Global agriculture is hardly an exercise in unfettered capitalism. Vietnam's coffee planting was funded by government loans. In the U.S., grain farmers fatten themselves on $180 billion in subsidies. And sugar in America costs nearly twice the world price because of protective quotas that mainly benefit corporate farmers.
Increasingly, politically correct labels are becoming a brand attribute no different from price, performance or advertising. Organic certification is growing exponentially as consumers seek to avoid pesticides; 85% of Fair Trade coffee in the U.S. is also organic. Most tuna fish is labeled dolphin safe caught without netting the popular sea mammals. The Rugmark label promises carpets woven without child labor. Activists persuaded Home Depot to sell wood that is certified as sustainably harvested, avoiding the razing of endangered forests. And environmental groups label some coffee shade grown, bird friendly or Rain Forest Alliance certified if it protects wildlife.
Meanwhile, the Fair Trade seal has expanded to tea, chocolate and bananas. Mangoes, pineapples and grapes are short-listed. It won't necessarily improve the flavor of those products, but for many consumers, it will leave a better taste in their mouth when they make a purchase. And if the grocer stands to make more profit, capitalism will be served too.