top of page

Purnaa Is Now Guaranteed Fair Trade! But what does this actually mean?

by Hannah Badminton

World Fair Trade Organization

We are delighted to announce that, as of this week, Purnaa is officially a Fair Trade company, guaranteed by the World Fair Trade Organization! We had a party at the office today to celebrate!!

But what does this guarantee actually mean and does it in any way help you, our customers and clients? We hope this article will answer your questions.

What is WFTO?

The World Fair Trade Organization (WFTO) is a global network of fair traders – producers, marketers, exporters, importers, wholesalers and retailers – that demonstrate 100% commitment to Fair Trade and apply the 10 Principles of Fair Trade to their supply chains. The WFTO guarantee is recognized globally. Members believe that trade should work for people and the environment, and not at their expense.

What are ‘The 10 principles of Fair Trade’?

The 10 Principles of Fair Trade are the fundamental philosophies established by WFTO members to guide their practices in fighting against trade injustices and discrimination. Every member commits to operate according to these.

They are:

How did Purnaa become WFTO guaranteed?

We went through a rigorous auditing process, which included over 100 hours of research and preparation. Since our founding in 2013, we have been committed to developing a company with procedures, guidelines and a workplace environment that ensures ethical production. After operating for several years, we could begin the application to become a WFTO member. We wrote extensively to document all we do to be socially and environmentally responsible. Then we were audited by a third-party in late 2016 to ensure that Purnaa, through fair employment, is working to eradicate poverty and inequality.

World Fair Trade Organization

The WFTO symbol

The WFTO symbol displayed by members’ websites and on products they make, informs consumers that the goods were made in a socially and environmentally responsible manner. Consumers are increasingly concerned about ethical issues and the welfare of workers throughout the supply chain. The WFTO symbol conveys the dedication of a manufacturer or brand to Fair Trade principles throughout production and increases consumer confidence that products were made in a responsible way.

What does the WFTO guarantee mean for those who purchase Purnaa Products?

Those of you who are purchasing Purnaa’s products, can buy with ease of conscience, knowing that your purchase is guaranteed to be ethically made. You are now a part of improving the global trade and making it FAIR for ALL people and communities involved.

What does WFTO’s guarantee mean for designers/brands who produce at Purnaa?

If you are a production client at Purnaa, you may also be able to put a WFTO label on your goods! Here’s what you should know:

  • “The WFTO Product Label is more than just a Fair Trade symbol. It signifies not only that the practices across the supply chain are checked against the WFTO Fair Trade Standard, but it also represents support to the battle against poverty and inequality. Products carrying the WFTO Label are made and traded by Guaranteed Fair Trade Organizations dedicated to the sustainable Fair Trade economy. Every purchase of products with the WFTO Label supports small producers and their communities.”-WFTO

  • We can help you set up a WFTO labeling contract. WFTO-Asia will charge an annual licensing fee per purchase order, based on the purchase order value (1% or 100 euros minimum).

  • You should not use the WFTO symbol on your website. But in your online product descriptions you may reference Purnaa and our WFTO membership.

What does WFTO membership mean for Purnaa?

Purnaa is now able to market as Fair Trade. We hope that this will attract new customers and production clients who want to support small producers and who share our passion for increased equality and justice in the world. We are now included in the WFTO database so it is easy for companies all over the world to search for a Fair Trade guaranteed garment manufacturer and find Purnaa!

What does our WFTO guarantee mean for the future?

Purnaa has made a commitment to continuous improvement. Receiving the WFTO membership is only the beginning. We will conduct self-assessments and review improvement plans every 2 years and have an action plan for the next 12 months. Some of our improvement areas include; staff training focused on the importance of WFTO and sustainable practices, introducing more locally-made materials and designs based on local culture and tradition, and conducting on-going risk assessments of our supply chain.


Read More:


bottom of page