as certified, and others sell as little as 8%. The exporting cooperatives incur costs including certification and inspection fees, additional marketing costs, costs of conforming to standards, and additional costs of cooperative operation, costs which are incurred on all coffee production, even if little or none is marketed as certified, with a higher price, so the cooperatives may make a loss on Fairtrade membership. Weber reports cooperatives not able to cover the extra costs of a marketing team for Fairtrade, with one covering only 70% of these costs after six years of Fairtrade membership. Any deficit after paying these costs means a lower price for farmers, while any surplus will normally go on “social projects” for “common goals” organized by the exporting cooperative rather than as extra payment for farmers. These may include the building of classrooms, baseball fields, or the establishment of women's groups, for instance. Enforcement of standards FLO-CERT, a for-profit business owned by Fairtrade International, handles producer certification, inspecting and certifying producer organizations in more than 50 countries in Africa, Asia, and Latin America. In the fair trade debate there are many complaints of failure to enforce these standards, with farmers, cooperatives, importers and packers. Marketing system The marketing system for Fairtrade and non-Fairtrade coffee is identical in the consuming countries, using mostly the same importing, packing, distributing and retailing firms. Some independent brands operate a virtual company, paying the normal importers, packers and distributors and advertising agencies to handle their brand rather than doing it themselves, for cost reasons. Many fair trade organizations remain that adhere to a greater or smaller degree to the original objectives of fair trade than the mainstream of Fairtrade International and its associate. These market products through alternative channels where possible, and market through specialist fair trade shops, but they have a small proportion of the total market. Criticisms Criticisms of fair trade have been made as a result of independent research, and these are summarized in the fair trade debate. There are also some criticisms of fair trade specific to coffee. Colleen Haight of the Stanford Innovation Review argues that fair trade coffee is merely a way to market the idea of ethical consumerism. Quality and transparency concerns regarding coffee are increasingly common amongst some consumers and coffee companies, as seen through the rise of the third wave coffee movement. Maintaining a balance between ethical and higher-quality coffee may be