Connecting Public Consumers and Private Industry
This program serves to unite the public (everyday consumers) and the private (business that they buy products from). Because of the complex, globalizes supply chains that make up most modern day producer-consumer relationships, a large gap exists between these two entities. When a consumer visits their local market to buy products, it isn't easy to see where these products are coming from or how they were produced. There is also an incentive for both parties to display this information. For producers, ethical practices can earn more revenue. For consumers buying ethical can validate personal alignment. In these types of situations, it is useful for a independent party to enter this relationship and fill in knowledge gaps by playing the role of a certifier. An example of this is the Rainforest Alliance, whose underlying goal is to act as a source of trust for certifying products that are produced sustainably.