A sugarcane farmer reaching through tall cane, Paraguay

Case study · Fair Trade USA

The people behind the label.

Farmers and workers in California and Paraguay, in their own words.

Michael Tobias · Tobias Farms, CaliforniaTestimonial film

The brief

A label is a promise. They wanted people to see who keeps it.

Fair Trade USA certifies farms and the products that come from them. Most shoppers never meet the people behind that seal. Fair Trade USA wanted stories from those people, told honestly, that could live on their website, in social feeds, in sales meetings and at events.

The approach

We went to them.

Packing sheds and fields in California. Family farms around Villarrica, Paraguay. Owners, managers and workers, many on camera for the first time, most of them in Spanish.

  • Small crew, quiet sets. Film and photo on the same days, so nobody had to sit for us twice.
  • Their words, not a script. Interviews in each person's own language, with short, faithful English subtitles.
  • Care with privacy. Workers who weren't part of the story were blurred in every version.
  • Built for every channel. Every film delivered widescreen, vertical and square.

What we made

20testimonial films
3formats each: widescreen, vertical, square
100+photographs from the field
2countries so far, with a third next

Every film subtitled in English. Every file on a private partner page, ready to download and share.

Produce California · Six of thirteen

Thirteen owners, managers and workers.

Produce California

Rich Uto

Produce California

Rogelio Guzmán

Produce California

Catherine and Alex

Produce California

Josefina Lizama

Produce California

Dean Sakai

Produce California

Alejandro Hernández

Paraguay

Seven farmers near Villarrica, Guairá.

Sugarcane growers from two cooperatives, C.O.R.A. and Productores Orgánicos Asociados. Films arrive in November.

In post
Sunset over palm forest, Guairá
Worker standing in the cooperative sugar mill
Farmer in a straw hat in the cane
Drone shot down a path between tall cane
River and forest at golden hour
Harvester loading a tractor wagon, from above

In the field

Photographs from both countries.

Cane cutter against a blue sky, Paraguay
Strawberry harvest, California
Farmer in a straw hat, Paraguay
A worker's hands, California
C.O.R.A. member smiling beside the co-op trucks
Harvest crew walking toward the camera, Paraguay
Harvest crew in a strawberry field, California
Farm owner in an onion field, California
Gloved hand cutting cane at the base
Farm manager, California

Four projects so far

It started with one commercial.

01

Purchase With Purpose

A commercial making the supply chain feel personal in the grocery aisle.

02

Produce California

13 testimonials and 100 photos, then square versions and English subtitles.

03

Paraguay

7 testimonials, photos and drone footage from Villarrica.

Purchase With Purpose · CommercialFair Trade USA
“Impactful, beautiful, and true to our mission. Missionist Media knows how to tell stories with heart and purpose.”Alina Sau · Brand Manager, Fair Trade USA
Cooperative member looking up and smiling
River at golden hour, Paraguay

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