FIND FAIR is a breakthrough Chrome browser extension that marks ethically produced products with an orange ‘FAIR’ stamp of approval when customers shop online. The extension works across most major search engines and supermarket websites, including Google, Bing, Yahoo, Countdown, New World, Supie, Farro, PAK’nSAVE and The Warehouse.
The extension was created by the not-for-profit organisation Fair&Good and creative agency Remade. It came as research conducted by Fair&Good found that 67 percent of New Zealanders want to shop ethically but find it hard to know what products are free from exploitation.
FIND FAIR endorses products that have been certified by at least one of the following organisations: Fairtrade, Rainforest Alliance, GOTS (Global Organic Textile Standard), BCI (Better Cotton Initiative), B Corp or SPCA Certification, or received an A-plus of A rating from Tear Fund's Ethical Fashion Guide, or are a World Fair Trade Organisation (WFTO) member. Products are also evaluated according to Fair&Good’s nine values: fair labour, supply chain transparency, community focus, gender equality, inclusiveness, the environment, consistency, animal welfare and giving back.
“Now, when you’re doing your weekly food shop online or browsing for other products, the knowledge of which products are ethically made is right there in front of you. The Find Fair extension flags goods made in safe, fair working conditions and not with modern slavery or child labour,” said Matai'a Sarah Richards of Fair&Good.
“We have the power to drive change and FIND FAIR takes a significant step forward to make it easier to buy products that treat workers from developing countries fairly. A few simple clicks of a button can help improve the lives of the people who made your products,” said Dr Susan Maiava of Fair&Good.
Matai'a Sarah Richards and Dr Susan Maiava - Creators of FIND FAIR
New Zealand is one of the few countries in the world that does not have an anti-modern slavery act. Yet, World Vision reports that 59 percent of the 50 million people caught up in modern slavery are based in the Asia-Pacific.
“Our ultimate aim is to normalise ethical shopping by harnessing our combined purchasing power to reach a tipping point where consumer demand influences retailers to stock ethical products as normal practice. This is something FIND FAIR's game-changing technology can make happen,” said Maiava.
A brand with the FIND FAIR stamp of approval is Whittaker’s Chocolate, which maintains strong relationships with Samoan cocoa farmers and has helped revitalise the industry to support local farmers.
“We will continue to grow our list of verified products. In the meantime, you can be safe in the knowledge what you see online with a FAIR stamp has been thoroughly vetted for using fair and ethical practices, and these goods do no harm to the people involved in producing them,” said Richards.
FIND FAIR can be downloaded for free from the Chrome Web Store.
