It is likely that Fairtrade sales would be much lower if this were known by consumers. However, the extra amount consumers pay for Fairtrade products is almost universally concealed by retailers and the costs of the Fairtrade organizations and the amount reaching the Third World has not been disclosed. This is Unfair Trading and is unethical. The criterion that relevant information should not be concealed requires that a pack of Fairtrade coffee, say, should have the label ‘This pack costs 50p [say] more than an equivalent pack of non-Fairtrade coffee. A maximum of 3.4p of this reaches the Third World.’