One of the recurring problems with fair trade in the world is labeling. Indeed, all the labels being private, there is no proper legislation. If the notion of fair trade is known in most Western European and Northern European countries, in Slovenia it is a new concept. Moreover, the translation of the term "pravična trgovina" is rather vague and also describes buying eggs directly from the farmer for example. If the concept is generally understood, in practice any company can sell its products as fair trade simply because it uses local products without any risk of prosecution.
In this context, we try to promote the labeled products, however the store does not manage to detach itself from the image of NGOs and charity among the non-aware. Many regulars supply themselves with coffee or chocolate at the shop, but most of others buy with a charitable purpose, and see their purchases as a good deed. This is the main focus of advocacy: fair trade is not about giving money to the poor, but to create a fairer system in which everyone lives properly of one’s work.The store is located downtown in the tourist neighbourhood and not in alternative neighborhoods where rents are cheaper as the goal is to get out of this alternative image and make fairtrade mainstream and “normal”.
Slovenes find hard to place themselves in a globalized context, As they never happened to colonize any country, they think they do not have any special links with the Third World. They have experienced dictatorship, war and judge that everyone has his own problems. Therefore it is not up to the consumer to choose fair trade products but to Southern countries to legislate on working conditions. It is therefore difficult to make it clear that the question is about the regulation of world trade and of the North-South relations. When consumers ask for the origin of the chocolate, they think about where it was processed (Switzerland, Belgium...) and do not ponder on the origin of cocoa.
Fair trade is so undeveloped in Slovenia that only Buna roast certified coffee and 20chocolate factory produce in "Bean to bar" unfortunately without any label but with the fair trade approach. Thus the few certified Slovenian products are processed products and lose in traceability and transparency. In order to obtain supplies from the militant sector, the store must buy to Austrian or Italian organisations. Demand is so low in Slovenia that the packaging remains in Italian or German, which harms the short circuit supply chain image. Even if companies such as GEPA or EZA are impeccable in their respective countries, it is unfortunate that there is no purchase branch or platform in Slovenia because of low demand.
Slovenia also depends on Austria in activism, this way, the store began a crowdfunding campaign to renovate. The Austrian partners (Weltladen and EZA) promoted this project. Crowdfunders turned out to be mainly Austrian, showing the Slovenians' lake of interest. The interdependence between both countries is not bad in itself, but it turns out to be rather a dependency, and proves that the Slovenian fair trade market need to develop.