 In the fair trade debate, there are complaints of failure to enforce the fair trade standards, with producers, cooperatives, importers and packers profiting by evading them.Although there is evidence to suggest that consumers buy fair trade goods for a variety of reasons, some are willing to pay more for Fairtrade certified products – for example, in the belief that this helps the very poor.Critics of the Fairtrade brand have argued against the system on an ethical basis, stating that the system diverts profits from the poorest farmers, and that the profit is received by corporate firms.