How is this different to fairtrade?

Ethical trade and fairtrade have distinct origins, but their approaches are complementary: both focus on helping make international trade work better for poor and otherwise disadvantaged people. Fairtrade is about better prices, decent working conditions, local sustainability, and fair terms of trade for farmers and workers in the developing world. By requiring companies to pay sustainable prices (which must never fall lower than the market price), fairtrade addresses the injustices of conventional trade, which traditionally discriminates against the poorest, weakest producers. The Fairtrade Foundation is also an NGO member of the Ethical Trading Initiative (ETI).