Improving the world one purchase at a time

from Suburban Chicago News

Fair trade business people try to create a business that benefits the world, artisan and themselves. This story profiles one such businesswomen in Chicago's north suburbs. - Kale

By Rena Fulka sun-times news group

Colleen Laino spends her weekends outdoors peddling baskets, jewelry and reusable totes crafted by artisans in Third World countries.

Though she started the Thoughtful World Shop as an online business, Laino sells her wares at farmers markets in Frankfort and Tinley Park to raise awareness about the growing fair trade movement.

After five weeks of rubbing elbows with the public, the Frankfort stay-at-home mom was boasting a small following in the south suburbs.

"The last weekend in July was the best weekend I ever had in the business," said Laino, who was thrilled to see repeat customers.

"Just because we don't have green or fair trade businesses here doesn't mean people aren't hungry for them."

All Thoughtful World products bear the "Approved for People and Planet" seal from Co-op America's Green Business Network, a group of socially and environmentally responsible businesses in the United States.

"Thoughtful World was approved by Co-op America because of their commitment to sourcing products from fair trade businesses and cooperatives in developing countries," said Youchanan Zakai, Co-op America's fair trade coordinator.

Co-op America defines fair trade as a global system of exchange that honors producers, communities, consumers and the environment. It promotes fair wages, clean and safe work places, respect for cultural identity, gender equality, environmental sustainability and community development projects in developing countries.

"Fair trade systems producers are well compensated and on an equal playing field in the marketplace," Zakai said.

"Fair trade products cost the same amount as other products, even though the producer is paid more, because they cut out the middle men. Producers are able to supply directly to fair trade businesses, which are primarily in Europe, North America and other developed countries."

Support with dignity

The movement doesn't offer handouts, but allows artisans in impoverished nations to support their families with dignity.

Laino worked in human resources for 20 years before founding a home business centered on social, economic and environmental justice.

While searching for an area in which to carve out her niche, Laino came across stories of women who had been forced into the sex trade but had been rescued and were now artisans making products to be sold.

"Through fair trade, these women can learn a skill, educate themselves and find a way to drag themselves out of poverty," Laino said.

"I have four girls and thought this would be a great way for us to band together and help other women in the world."

The Chicago Ridge native said she founded her business in March 2007 "to make the world a better place one purchase at a time."

With help from her daughter Gabrielle, 18, Laino buys products from fair trade wholesalers living in Africa, Asia, India and South America to sell locally and at www.thoughtfulworld.com.

Daughters Jacqueline, 16, and Madeline, 14, assist at farmers markets on Saturdays at Tinley Park's Zabrocki Plaza and Sundays at Frankfort's Briedert Green through September.

Daniella, 6, is too young to be involved in the fledgling business. But she's not too young to learn about the baskets woven by Frafra people in Ghana and the purses made from recycled plastic bags picked off the streets of Calcutta, India.

"Everything I sell is handmade and tagged with the story behind the artisan and its producing group or co-op," Laino said.

"The story becomes part of the gift and an extra reason to treasure it. The most appealing thing for people is that by buying the product, they're helping unfortunate people on the other side of the world."

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