claro fair trade, commonly shortened to claro and written in minuscules, is a sustainability-oriented retail company based in Orpund, Biel/Bienne administrative district, in the Swiss Canton of Bern. claro was initiated by Erklärung von Bern, a sustainability-oriented independent solidarity development in Switzerland, in 1977. The history of fair trade in Switzerland is closely linked to the rise of the solidarity movement in Switzerland in the 1970s, and the political development organizations such as the Erklärung von Bern (EvB) consumer actions. At that time, products such as coffee, bananas and jute were symbols of the growing support for displaying developmental contexts. At the same time consumers demanded more engagement for development aid without supporting the charity mentality. The success of these actions occurred to the establishment of a joint Swiss import central named OS3 that was pioneering fair trade, and specialized in the sale of food and crafts from developing trading partners, i.e. small producers from economic marginal areas, an alternative approach to the world trade. More information...
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