Fair Trade is fair to the retailer. From Terra:

In its quest to improve its image and gain new customers, Wal-Mart has ventuered into organic food, energy saving appliances, and now, Fair Trade. That’s right, Wal-Mart is selling Fair Trade goods. They have decided to pay people a fair wage for the products they produce and supply to the mega-store. Wal-Mart is starting with Fair Trade coffee…

Wal-Mart goes Fair Trade (coffee) « terra, not terror