Our point is really about priorities. Increasing flows of trade will help wealth but that does not necessarily guarantee that this wealth goes down to the people who need it most. That requires a little bit more management. Fairtrade has practical experience on the ground in how you can combine the best of both, how you can get people to operate effectively and competitively while trading in a way the producers can earn a decent living and improve their lives. In the long run, if they do improve their lives, they too will become consumers and purchasers. So is this the message you give businesses to make them change to Fairtrade products? It's in the interest of any business to take the message on board, not only to improve their public image, but also as a recruiting tool for the future. The younger generation is well-informed and wants to be part of the solution. Companies find that having a social conscience has a positive effect on recruiting and retaining good staff. Staff get excited about persuading consumers to buy products that make a difference to people's lives. It sounds like that's what motivates you, too. For my part, yes, meeting the producers and seeing what a difference Fairtrade can make to their lives is really quite inspiring.