| Press Releases
Wild Oats Markets Offers Nation's First Fair Trade
Certified™ Bananas with TransFair USA
Fair Trade Bananas strengthen Wild Oats Markets' commitment to socially
responsible cause as a leading retailer of Fair Trade Certified™ coffee
BOULDER, Colo. (January 21, 2004) — Wild Oats Markets, Inc. (NASDAQ: OATS),
a leading natural and organic foods retailer, today announced it has become
the first U.S. food retailer to offer Fair Trade Certified™ bananas. The
bananas — certified by TransFair USA, the nation's only independent, third-party
certifier of Fair Trade products — are currently available in 70 Wild
Oats Natural Marketplace stores in 23 states across the nation. Supporting
Fair Trade bananas further extends the Company's strong commitment to
the Fair Trade certification model, which allows Wild Oats to ensure that
farmers receive a fair price for their products.
The Fair Trade certification movement is making a difference in the lives of
coffee, tea and cocoa farmers all over the world. For many reasons, the time is
now ripe to add banana farmers and their families to that group. Banana farmers
in some regions earn just $3 per day. While bananas remain inexpensive and are
among the most popular fruits sold in the U.S., the workers who grow them are
often exploited and exposed to harsh working conditions on the farms. The Wild
Oats Natural Marketplace and TransFair USA partnership is aimed at easing those
conditions. With each bite of a Fair Trade Certified™ banana, consumers will be
supporting and empowering farmers and their families.
"At Wild Oats, we
believe it is our responsibility to ensure the people who grow and manufacture
our products are treated fairly and equitably. As the first U.S. food retailer
to offer Fair Trade Certified™ bananas, we now have the reassurance that we are
doing our part to support banana farmers in Third World countries," said Perry
Odak, President and CEO of Wild Oats Markets. "Wild Oats Markets realizes that
as a leader in the natural and organic foods industry, we have a responsibility
to go beyond providing quality food to customers. Through our partnership with
TransFair USA, we have extended our commitment to providing customers with Fair
Trade certified products and expect to continue to grow this commitment as more
products that meet our demanding standards become available."
With bananas being the No. 1 selling produce item in terms of tonnage for
most food retailers, making a commitment to replace its existing organic banana
offering with Fair Trade Certified(tm) organic bananas is a groundbreaking step
for Wild Oats Markets. The Company currently sells nearly 6 million lbs. of
bananas each year and, by sourcing Fair Trade bananas for its organic banana
supply, Wild Oats will truly be making a difference for banana farmers around
the world.
"Wild Oats' launch of Fair Trade Certified™ bananas is a
momentous event that will have a tremendously positive impact on hardworking
farmers and their families. With banana farmers facing hardship, Wild Oats is
sending a message to the rest of the food retail industry about the importance
of Fair Trade certification," said Paul Rice, President and CEO of TransFair
USA. Rice added, "TransFair's efforts to certify coffee, tea and cocoa have been
extremely successful to date — adding other product categories into the mix is
further proof that the model is working."
Fair Trade Certified™ products provide a point of differentiation for
companies offering them. They also help companies build customer loyalty and tap
into new consumer segments. With this initiative, Wild Oats Markets increases
its industry-leading Fair Trade commitment. The Boulder, Colo.-based food
retailer also sells Fair Trade coffee, tea and chocolate, and expects to add
other Fair Trade produce items in the future.
How Fair Trade Certification Benefits
Farmers
Fair Trade certification is a comprehensive
international certification system that encompasses inspecting farms, monitoring
social and environmental practices, and auditing the trade of certified
products. The system benefits small-scale farmers and plantation workers. Fair
Trade certification ensures that wages meet or exceed the legal minimum wage,
and that child labor laws are adhered to. These minimum prices vary by country
and organic status, and are designed to cover the costs of sustainable
production and provide a decent standard of living for farming families. In Fair
Trade, small-scale Fair Trade producers are organized into democratically run
cooperatives and receive a fair price for their crop, no matter how low the
market price falls.
On Fair Trade banana plantations, Fair Trade
Certification ensures that owners can and do provide fair wages to their
workers. Fair Trade standards ensure that management respects the rights of
workers to be part of unions. Plantations also receive the minimum Fair Trade
price, which covers basic production and labor costs.
Benefits for Worker Health and the Environment
Fair Trade certification requires that producers use
sustainable agricultural practices, which protect workers and the health of the
environment. It also ensures that farmers adhere to all national and
international legislation regarding the use and handling of chemicals, and that
the most dangerous chemicals are not used at all.
About Wild Oats Markets
Wild Oats Markets, Inc. is a
nationwide chain of natural and organic foods markets in the U.S. and Canada.
With nearly $1 billion in annual sales, the Company operates 102 natural foods
stores in 24 states and British Columbia, Canada. The Company's markets include:
Wild Oats Natural Marketplace, Henry's Marketplace, Sun Harvest and Capers
Community Markets. For more information, please visit the Company's website at
www.wildoats.com.
About TransFair USA
TransFair USA, a 501(c)3 nonprofit,
is the sole Fair Trade certification organization in the U.S. Since its founding
in 1998, TransFair has certified over 38 million lbs. of Fair Trade coffee,
returning more than $31 million in additional income to small-scale coffee
farmers. TransFair also certifies Fair Trade tea, cocoa, chocolate and bananas.
To learn more, visit http://www.transfairusa.org
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