When you buy a cup of coffee do you think of the farmer who made it possible?
Do you care what price he got for the beans in your cappuccino? Increasing numbers of consumers in the developed world do seem to think it matters.
Stephen Sackur speaks to Harriet Lamb, who runs the Fairtrade Foundation in the UK which offers farmers premium prices in return for sustainable practices.
It's supposed to benefit producer and consumer, but is it really in the best interests of either?
You can watch the full interview on Monday 17 January 2011 on BBC World News at 0430, 0930, 1530 and 2130 GMT and on BBC News at 0430 and 2330.
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