When the pace and scale of food horrors increased in the 1980s and as consumers sought safety in organic foods, a concomitant alternative food movement, Fair Trade, also began to develop. Fair Trade and organics each had international expressions but Fair Trade’s globalism was far more profound. Originated by religious groups and civil society organizations such as Oxfam concerned about the huge differences between what Third World indigenous artists received for their work and the prices paid by First World consumers, Fair Trade was created to get a greater proportion of the monetary value of arts and crafts back to their creators. To accomplish this, a network of small retail shops was organized to sell these artifacts to consumers, eliminating the intermediate levels of collection and distribution that absorbed the bulk of the profits. The shops proved successful but, with limited items for sale, they failed to deal with the enormous discrepancies between prices paid for most Third World commodities and their prices in the First World, bulk commodities such as coffee, tea, cacao, bananas, cotton, etc. The concept of alternative trade organizations (ATOs) emerged as a result. In the Netherlands, the Max Havelaar labeling organization pioneered a campaign to gain access for Fair Trade commodities in Dutch and other European supermarket chains. Similar labeling campaigns were also successfully initiated in the U.S. and a host of other countries. With expansion into mass bulk commodities, complex international organization became vital. And unlike organics, which grew as increasing numbers of people became concerned about food safety and health, Fair Trade grew on an ethical basis, i.e., to produce better returns to primary producers to help alleviate Third World poverty. As Fair Trade and organics became successful both movements began to adapt to standard market conditions, a process named conventionalization or mainstreaming.