BOSTON, October 2006 - Oké USA, the country's first Fair Trade fruit company, launches this month, bringing fair trade, ecologically grown bananas to Northeast consumers excited to be more Oké. The company champions sustainable business and farming practices in an industry infamous for worker exploitation and environmental abuse. Oké aims to set new standards of quality for not just bananas but for social and environmental issues as well.

"This is a major step forward for Fair Trade. We go to trade shows and people say, 'you're taking on the banana industry?!' Banana companies have been accused of horrible abuses for almost a century. Oké USA is a new kind of company, one that brings good, healthy food to people here and enhances the lives and communities where bananas are grown," said Jonathan Rosenthal, co-founder and 'Top Banana.' "We're doing for bananas what we did for coffee 20 years ago. It's a win-win relationship between proud farmers and satisfied consumers."

Oké bananas come directly from farmers who are paid a fair price. That means higher wages, safer working conditions and a cleaner environment for farmers, workers and their families. Profits are shared between the farmers and their Fair Trade partners, Red Tomato, Equal Exchange and the European fair trade group AgroFair, and the farmers and nonprofits share ownership of the company.

"Buying Oké means you choose delicious bananas that are farmed with care. We get a fair price, fair share and fair say- and that makes the bananas taste even better," said Jovanny Coronel, President of El Guabo, one of Oké USA's suppliers and farmer-owners.

The Oké model is better for the environment, too. According to Rosenthal, "Fair Trade bananas are grown ecologically. Wherever we can, we farm organically. In a region where that's impossible, we maintain high standards of pesticide reduction, erosion control, protection of waterways and forests and composting of waste materials."
Pesticide use in the banana industry has in the past been linked to environmental degradation, water contamination and health problems, like cancer and sterility.

"We are invested in sustainability. Our Costa Rican farm used to be a plantation for one of the large multinational distributors. Then the company abandoned the farm and the region. Eventually, the workers managed to take the land over. We brought it back after the company had given up and left," said Carlos Vargas M. of COOPETRABASUR, another of Oké USA's suppliers and farmer-owners.

Oké Fair Trade bananas are available in food cooperatives, food services and select markets throughout the Northeast USA. Distribution will be expanded in the coming year to regions across the country. Oké bananas are Fair Trade certified by TransFair USA.

"Best of all," said Rosenthal, "Fair Trade bananas taste better because you know they are grown with dignity and pride. These are bananas that people get passionate about!"

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