Define and explain fair trade. Make at least two references to credible sources. Explain the main elements of fair trade within coffee industry supply chain. Find at least one well accepted fair trade certification program and briefly explain the requirements for companies to get certified. Explain why NOT all companies within the coffee industry pursue fair trade principals and certifications. What are the main drivers for a corporation to make such a decision. Elaborate on (marketing, financial, and operational aspects and impacts. As a marketing professional, which "demographic" group will be your main target. Which "psychographic" group within that demographic group will be your main focus.