Fair trade is a concept widely accepted in the world describing a business practice in which importers provide humanitarian benefits to exporters, who are usually in developing nations. Humanitarian benefits can mean anything from paying proper prices for high-quality products to helping the people in that country build social infrastructure, such as water supply systems and educational facilities. Global companies practicing fair trade are seen favorably as being socially responsible.

Zensho Holdings Co., Japan's largest operator of restaurant chains, has been practicing fair trade with 12 countries, including four in Africa, since 2007.

The company conducts fair trade for a very simple reason: Zensho's charter stipulates its mission is "to eradicate hunger and poverty from the world."