Fair Trade The Fair Trade movement began in the early 1990's with European roasters concerned that their buying power fully and fairly support coffee growers. TransFair USA was established to provide independent, third-party certification of Fair Trade practices, which aim to: Create direct trade links to farmers and their cooperatives, bypassing middlemen. Pay farmers a fair price to ensure a decent living wage. Provide farmers acceess to affordable credit. Promote sustainable farming practices. Give consumers access to high-quality, Fair Trade products through mainstream retailers.