Greg Asbed, co-founder of the CIW told Truthout.org in 2013 that,“Farm labor wages could be increased 100% and the consumer wouldn’t even notice the difference. We call it the ‘reverse princess and the pea principle’: change can be felt at the bottom of the food industry with an imperceptible change at the top.”
Other companies that have signed on to the Fair Food Program include Burger King, McDonalds, Subway, Trader Joe’s, Fresh Market, Walmart, and food-service companies Bon Appétit, Compass Group, Aramark, and Sodexo. Since the program’s inception nearly $20 million of fair food premiums have been passed along to farm workers.
Participation in the program means that Ahold will purchase only CIW tomatoes, pay a premium for them (that is passed along to the field workers), and collaborate with the CIW to conduct farm audits. In addition Ahold will support the Fair Food Program both financially and through promotional campaigns. Through Ahold’s participation, worker-certified Fair Food tomatoes will reach 50 million new customers in nearly 780 new stores in 14 states.