Organic and natural sugar supplier Wholesome Sweeteners is launching a new ‘Fair Trade Certified’ sugar.

The sugar is being launched in partnership with TransFair USA and Wholesome Sweeteners is the first to carry the US Fair Trade certification label, the company said. The product will be officially launched at the Natural Products Expo West held March 17-20 in Anaheim, California

TransFair is a non-profit organization that is the only independent, third party certifier of Fair Trade products in the United States. The Fair Trade label guarantees consumers that farmers directly receive a fair price for their produce, allowing them to enjoy a higher living standard, which leads to thriving communities and protection of their sustainable farming practices. By receiving a fair price, Fair Trade producers avoid cost-cutting practices that sacrifice quality.

“Wholesome Sweeteners is proud to work with TransFair USA, which ensures that an equitable price is paid to farmers for this product,” said Nigel Willerton, CEO for Wholesome Sweeteners. “Offering Fair Trade Certified sugar is further evidence of our company’s commitment to provide a safe, flavourful and natural sugar that enables us all to make a powerful difference with every spoonful.”

The amazing growth of the Fair Trade market reaffirms that Fair Trade certification is a win-win for farmers, businesses and consumers alike. This growth confirms what market research has been indicating for some time now — consumers are increasingly concerned about where their products come from, as well as the social and environmental impact of those products.

“Most Fair Trade Certified products in the US, including coffee, tea, chocolate, bananas and now sugar, are certified organic,” said Paul Rice, president and CEO of TransFair USA. “Wholesome Sweeteners is a leading supplier of organic and natural sugars in North America and we are thrilled the company has chosen to introduce a Fair Trade Certified sugar to meet the growing public demand for products with a social conscience.”

The Fair Trade Certified Sugar is a washed, raw cane sugar made from sugar cane grown in Malawi. This high-quality Demerara style sugar is perfect in hot and cold beverages and makes a sparkling topping on desserts. No animal bi-products, colourings or chemicals are used in the production of this sugar making it suitable for Vegan, Halal and Kosher diets.