That is why three non-government organizations started a campaign on consumer education.

The campaign, with the slogan "Buy local, buy fair," was officially launched last May through the initiative of the Advocate of Philippine Fair Trade, Inc. (APFTI), the Asia Fair Trade Forum (AFTV), and its national arm, the Philippine Fair Trade Forum (PFTF).

The first half of the slogan "Buy local, buy fair," urges consumers to patronize Philippine-made products. But equal emphasis is placed on buying "fair."

Ronald Lagazo, deputy spokesperson of APFTI, explains the "buy fair" component as considering the fair trade practices of the producer when buying something. "Are they espousing responsible business practices? Are workers being exploited? Is there gender discrimination? Child abuse and exploitation, working conditions, environment issues, these are some of the things we consider," he said. They regularly monitor the producers to ensure that no violations are being committed.

The APFTI, AFTV and PFTF support small- and medium-scale enterprises found in 13 regions nationwide. As fair trade practitioners, these enterprises assume social responsibility by taking care of the communities their business are a member of by providing livelihood to residents.

APFTI gives training and product development services to help small- and medium-scale enterprises. At the moment, the producers under them create home décor, gift items, and furniture. There are also those who have started venturing into the production of food items.

All the products are made of indigenous materials.

Filipinas Fair Trade Ventures Circle (FFTV), a member of the PFTF, which is the umbrella organization of fair trade advocates in the Philippines, helps in the marketing aspect of the products.

"We felt that there is more that we can do as far as marketing for small, medium-scale enterprises. That’s why we are now very aggressive at developing a market. We wanted to penetrate both export and domestic market. Right now, our consumer awareness campaign is more on the domestic market," FFTV’s Managing Director, Ramona Ramos, said.

Most high-quality Philippine products are for export so they are not often accessible to Filipinos. With the creation of a local market, Ramos hopes that will change.

"The concept of building a market is really to help the producers gain sustainability. It’s the only way they can sustain their operations," Ronald Lagazo added.

"We believe that the local consumers are willing to patronize local producers. Our target markets are classes A and B because they have the economic freedom to choose. Even if it’s a little expensive, if it will help others. Matutulungin naman ang Pinoy. This is a positive way of helping people," he said.

"It’s a good approach to poverty alleviation," Ramos said. "Our goal is not to eliminate buying from other countries, but telling people that we also have our own products, so why not give them a try? The only difference anyway is the price."

Unlike China, where everything is mass produced, local products are usually hand-crafted.

"That’s the message you want to send: It’s not really expensive. The cost is higher because of the process," Ramos said.

Lagazo said that it’s part of fair trade: "Payment of the fair price. The right price to the effort put into the product."

So it’s not all just buying out of compassion. The producers also make sure that everything they sell has top quality.

"Fair trade is a global movement," Lagazo said.

"The Asian Fair Trade Forum is based in the Philippines that’s why the Philippines was first (in the consumer education campaign). But it will be extended to the rest of Southeast Asia," Ramos explained.

For Dolores Amor, Executive Director of AFTF, "It’s high time we build a local market. South to south trading. Usually, Asia just sells to the north. We’ll start with the domestic market. If we educate the consumers, maybe we can be a model (to other Southeast Asian countries)."

Aside from being exported, local fair trade products are available in various trade shows. Eventually, fair trade advocates hope to set up a fair trade center so they can make the products available to more people.