Many local juice producers have experienced great difficulties as prices have decreased significantly on the world juice market. The price for oranges, for instance, is quite often so low that the income does not even cover the production costs for small- and medium-sized producers. The production of orange juice is experiencing increasing economic concentration with a few powerful multinational corporations controlling the market. This dramatically reduces the ability of small farmers to compete on the international market; many of them do not survive.

A lot of the fruit used for juice production is grown on plantations that often rely on contracted temporary workers. In order to keep the production costs down, many plantations employ workers to inhumane conditions. Among other things, these workers face very low wages, poor living conditions, and insufficient medical supplies.

In this environment, Fairtrade helps small farmers to survive on the world market by selling their products for a guaranteed price that is independent from market developments. Fairtrade also guarantees a fair wage for plantation workers and secures humane living and working conditions. In Brazil, for instance, FLO requests the registration of workers through contracting organizations that provide social security and salaries above minimum wage.

FLO-certified cooperatives have used the Fairtrade premium to invest in education by supporting schools and offering computer courses and illiteracy programs; in health and safety through, for example, nutrition programs for children; and in environmental projects, such as the conversion to organic farming.