Small organic farmers are the heroes who still practice truly sustainable agriculture. That is, they are the ones who know how to grow our food in such a way that is not harmful to our own health, to their own health and the health of their families, and to the health of the ecosystems that support all of us.

Sadly, small organic farmers have gotten the short end of the stick in our current global commerce system. Its nobody's fault in particular, its a consequence of complex trends and dynamics. But it is our collective opportunity to proactively support the kind of commerce that supports right livelihoods and good lives for the farmers who feed us.

We will only be successful if behind every product we share with you, are countless ways in which the lives of those who grew it, harvested it, produced it and brought it to you are affected for the good.

We are tremendously inspired by the fair trade movement in which consumers and businesses are voluntarily paying more than what is established by purely economic conditions. It is one of our goals and hopes to support, and promote, and help to grow this movement.

This means that the mission, and therefore the success, of our business is absolutely connected to how many lives are improved, and how much better off our planet is because of our business.

We believe this is the future of commerce. We believe it is possible for all businesses to adopt these practices and to compete with one another for how beneficial their products, services and business practices are. We believe in fact, that it is necessary...

... because our own well-being and our planet's future depend on it.