he company is based on five ethical 'fair pillars' - fairtrade, fairlocal, environment, animal welfare and free from and will be naming and shaming the worst offenders in crimes against ethical and fair trading in an effort to help stamp out unethical practices.
Using the 'Fame and Shame' wall on its website ( Fair Squared ), the organisation will highlight the unethical trading of the largest corporate culprits in the country to consumers.
Founders Melanie Jobling and Salvatore Pignataro have created an online league highlighting the most unethical wrongdoers, as well as a list of businesses that should be praised for their good work.
The Wall of Shame allows users to rank businesses on the list, discuss the issues raised by those included on the wall and put forward the names of other organisations that deserve a mention.
The site sells ethically sourced gifts, beauty health & well-being products, food & drink, as well as promoting fair trade events in the region - offering alternatives to the wall of shame products.
Salvatore believes the site, and the online community it creates, could act as a catalyst for a shift towards more widespread ethical practices.
He said: "The wall of shame is an attempt to highlight poor practices and let people who care know the truth, not the greenwash, advertising spin.
"We will target those that continually deny wrong doing and do not participate in ethical practices, those with boycotts and those that have been exposed in the past and have failed to rectify the problems.
"Hopefully we will force them to explain their actions and talk about how they aim to rectify the issues raised. We do not fear a backlash from the companies as that would mean they are hiding behind something - why would they want to silence their customers and supporters?"
Among the products available to buy on Fair Squared's website is a selection of ethical trainers - which are made by fair trade manufacturers and will generate proceeds for Actionaid - and coming soon, ethical condoms, made entirely under fair trade conditions.
For media enquiries contact Nicol Bradley at Harvey & Hugo on 01325 486666 or Charlotte Nichols on 07813579164 or email nicol(at)harveyandhugo(dot)com
Read the full story at http://www.prweb.com/releases/2010/12/prweb4878044.htm