labels from competitors have been created using different certification schemes. NGOs and non-profit organizations are the main threats causing enormous headache for Fairtrade International (FLO) regulating authorities. A few examples include Bird-friendly Coffee, which promotes practices that help to protect the habitat of migrating birds, the American NGO Rainforest Alliance, whose mission is to protect ecosystems and to preserve biodiversity and sustainability of modes of production, and UTZ Certified, which focuses on improving the efficiency and market access of producers. However, most of these organizations are criticized for failing to guarantee minimum price, failing to provide pre-financing facilities, favouring plantations at the expense of family farms. The greatest idea about the certification scheme and its competitors is that they all have a logic of innovation they constantly attempt to innovate rather than generating income only but proactively meet the changing needs of different objectives with different ambitions. Coffee packers pay Fairtrade a fee for the right to use the Fairtrade logo, which gives consumers an assurance that the coffee meets Fairtrade criteria. The coffee with this certification mark must be produced by farmers and cooperatives that meet these criteria. Coffee retailers Coffee retailers are not restricted by Fairtrade to sell Fairtrade coffee as a premium product and charge as much as they like for the coffee. Importers Importers of Fairtrade coffee have to be registered with Fairtrade and pay a fee. Under the Fairtrade International standards they are obliged to pay a minimum price to the exporting organization, currently $1.40c/lb New York Board of Trade “C” contract, F.O.B. origin for Arabica, and $1.05 for Robusta London “EURONEXT LIFFE” contract, F.O.B origin with 30c/lb extra for organic. When the world price is above this level, they are obliged to pay 20c/lb above the world price. Exporters Certified Fairtrade coffee is normally exported by secondary or tertiary cooperatives, marketing this coffee on behalf of the cooperatives the farmers belong to with arrangements that may be complex. There is not enough demand to take all the certified coffee produced, so most has to be sold as uncertified. In 2001 only 13.6% could be sold as certified so limits were placed on new cooperatives joining the scheme. This plus an increased demand put up sales of certified to around 50% in 2003 with a figure of 37% commonly cited in recent years. Some exporting cooperatives do not manage to sell any of their output