Various fair-trade initiatives have begun in Israel over the past decade and even before; however, most of them have failed. Only a few stores in Israel sell fair-trade products (primarily, the Achoti shop in Tel Aviv). And the local movement that sought to promote the use of fair-trade vouchers has shut down business. The concept has not seeped in and has not been adopted by the major Israeli manufacturers, and contrary to the global trend, it is not used as a marketing tool locally. It seems that Israeli consumers do not really care.
Given the failure of the fair-trade cause in Israel, the success of Canaan Fair Trade, based in the West Bank Palestinian city of Jenin, is particularly notable. The fair-trade supplier of olive oil and other Palestinian agricultural products has clients all over the world, including international corporations like Ben & Jerry’s, LUSH Cosmetics and the giant retailers Whole Foods, Williams-Sonoma and Sainsbury’s.Canaan Fair Trade - the largest fair-trade supplier of olive oil in the Middle East,