Every generation has new terminologies and movements (e.g., fair trade, organic, shade-grown, bird friendly, eco-friendly, etc.) to force or influence people to do good. We understand the importance of these certifications and, at times, engage in their programs; however, we focus our limited resources on the root issue, which is ethics. An organization with integrity and ethics will not engage in business practices that harm people, animals, or the planet. We foster and apply our company’s ethics, not other mechanisms, terminologies, or concepts.