Ebay has announced a new marketplace which should appeal to shoppers who are interested in fair trade practices and eco-friendly products. The marketplace is called WorldofGood.com.

Whether consumers are looking to purchase products made from recycled or natural materials, buy organic or support artisan women in developing nations, WorldofGood.com brings a new level of confidence and transparency to the socially responsible shopping experience. WorldofGood.com is a one-stop-shop where the products, producers and sellers are verified by various third parties called Trust Providers — like TransFair USA (Fair Trade Certified), Co-op America and Aid to Artisans — to meet a core set of ethical and environmental standards.

“WorldofGood.com by eBay gives shoppers who care about making a difference access to great products that help people and the planet,” said Lorrie Norrington, president of eBay Marketplaces. “Socially responsible shopping just got bigger and better.”

The idea is that behind Ebay’s clout, people will be able to purchase products that have been proven to be beneficial.

Counter Culture Coffee has an interesting business model. The company is concerned with Fair Trade and makes deals based on some very solid principles. Take a look at their newest initiative.

Each Counter Culture Direct Trade Certified coffee meets the following criteria:

1. Personal & direct communication with coffee farmers: Counter Culture has visited grower partners on a biennial basis, at minimum.

2. Fair & sustainable prices paid to farmers: Counter Culture has paid at least $1.60/lb. for green coffee. This exceeds the Fair Trade Certified floor price by at least 19%, not including quality-based financial incentives paid to growers.

3. Exceptional cup quality: Coffees have scored at least 85 on Counter Culture’s blind 100-pt. cupping (cup quality) scale.

4. 100% supply chain transparency: Counter Culture maintains direct communication between buyers, sellers, and any intermediaries. All relevant financial information is available to all parties in the supply chain.

The company has been in business since 1995 and their coffee is carried by many specialty retailers, hotels, and restaurants. Five of their brands will carry the new certification.

For more information: Counter Culture Coffee

For a company in an industry with such a poor reputation for treating workers fairly, it’s great to see some folks still operating on higher ideals.