I was tucking in to my customary bowl of muesli a few weeks ago, reading the paper and awakening my senses with a strong cup of coffee when, for a brief moment, my attention diverted to a discussion on the radio concerning Fair Trade. Fair what? you may ask- I admit, I too was wholly ignorant to this underlying third world exploitation issue. One of the partakers in the discussion quoted Martin Luther King, who said: "Before you've finished your breakfast this morning, you'll have relied on half the world." Great!- to hear these thought provoking words at an unearthly 7am made me feel sufficiently guilty about consuming my bowl of oats. Consequently, as the day progressed, Luther's words plagued my mind.

This subject came to the fore more directly when I was shopping with a friend recently. She asked me if I bought Fair Trade products; I was somewhat taken aback that she was aware or even cared about such an issue. But, not to seem unapprised to my friend's newly found ethical stance, I casually replied: "oh yes, definitely." Afterwards my conscience got the better of me and, after embarking upon some preliminary research late that night, I began to realise, almost with disbelief, the full-scale exploitation of these already deprived people in developing countries. It is sad to say that their impoverished lives are distant enough for many to ignore their plight and is, unfortunately, a stark contrast to the lifestyle of a celebrity who will never have to worry where their next meal is coming from.

Paradoxically though, a large number of celebrities including Chris Martin, Minnie Driver and Radio Head's Thom Yorke, are using their popularity and influence to voice concerns for the deprived, and are urging the public to abandon well-known manufactured brands in favour of Fair Trade products.

Intrigued by Fair Trade and the amount of celebrity involvement it has inspired, I delved further to understand the impact that these well-known faces are creating for this worthy cause.

In 2003 only a marginal number of people would have recognised the term 'Fair Trade' with just 150 Fairtrade products on the market; now there are 1,300 and the cause is becoming more widely advertised. Supermarkets and shops such as Sainsbury's and Mark's and Spencer's stock a wide variety of Fair Trade products (including, as I read in The Times, the decision by Marks and Spencer's to manufacture all their clothes from Fair Trade cotton) at the same price as branded products. Popular coffee houses, such as Starbucks, are also proud to support the campaign. Enjoying a latte there recently, I noticed a small 3 dimensional card on my table displaying the phrase: "this is one of the many ways we are making a difference with coffee farmers" with the reverse side asserting the Fair Trade situation- this promising initiative is an innovative concept because it simultaneously educates and promotes the cause to the public.

However, before we rush out to buy our first bar of Fair Trade chocolate and declare our support for the fund, some people may still ask, exactly what is it? The International Federation for Alternative Trade (IFAT) defines Fair Trade as: "a trading partnership, based on dialogue, transparency and respect that seeks greater equity in international trade. It contributes to sustainable development by offering better trading conditions to, and securing the rights of, marginalized producers and workers - especially in the South."

This can only be achieved however by changing the unfair rules of world trade, which, presently, favour the rich multinationals. Although trade is one of the most predominant influences in the world and is a source of unprecedented wealth, the producers of the products we consume are unfortunately overlooked. Rich countries are reaping all the financial benefits and, consequently, an unfair equilibrium is created between the rich and the poor; prosperity has gone hand in hand with mass poverty.

World trade has so much potential to rid poverty around the globe yet it is not being utilised in the right way. Surprisingly, this is where our committed celebrities break away from their guitar-playing, macrobiotic-yoga existence and come, armed and ready to, essentially, 'save the day'.

As we know, celebrities possess an undeniable amount of authority, not in the political sense, (with the exception of Arnie- I'll be back- Schwarzenegger) but because they epitomise the voice of the people- the public will listen to them and acknowledge what is said. It seems quite farcical that, because they are 'famous', they can 'change the world and make it a better place'- excuse the pun. But celebrities like Bono and Bob Geldof are obviously aware that their status as pop singers is hugely significant because of their participation in a great deal of fantastic work to help people living such impecunious lives- last year's Live8 concert says it all.

In 2004, the members of the pop group Coldplay, who support Fair Trade, were approached by Oxfam to go to Haiti to learn about its state of affairs. It was here that band- leader, Chris Martin, learnt about the importing and exporting of goods around the world and realised what a huge crisis it is. He said: "we've now seen, firsthand, the problems caused by America dumping rice on Mexico, or Haiti not being allowed to export its agricultural products."

It was after this trip that Chris Martin became one of the leading celebrity campaigners for Fair Trade.

He has since set off, with Oxfam, on a five-day mission to Ghana in order to see how trade injustice affects poor farmers. I watched some video footage of his trip and was saddened by what I discovered. He spoke to farmers about the problems they face and one thing seemed very apparent- it is not that the farmers do not have the produce; it is because the low-cost imported food is not available to buy. The reality of what Martin saw was shocking. He said: "We are making money out of these people and they can't afford to send their kids to school. We've got to keep banging on about Fair Trade. If people knew what these trade laws created they would be shocked."

He now fronts the Make Trade Fair campaign, launched by Oxfam in 2002, which seeks to challenge the trading terms imposed on the farmers. What began as a simple campaign has escalated in to a global crusade; the impact is astonishing. Since Make Trade Fair began, sales of Fair Trade goods have risen by 26 per cent and more than 50 countries are getting involved.

As part of the campaign, a petition called The Big Noise, has been devised to voice the millions of people around the world who are calling for a decision to make trade fair. Coldplay allowed volunteer campaigners to travel alongside them during their European tour this autumn to advocate the petition; amazingly, it secured more than 30,000 signatures. While touring in each individual country, Martin ensured Make Trade Fair banners adorned the concert arena and even had the logo on his treasured piano.

On the 8th December 2005, Colin Firth, our beloved Mr Darcy, was in Brussels to urge European Commissioner, Peter Mandeleson, to deliver a trade deal to help the world's developing nations. Firth presented The Big Noise petition to him, calling for Fair Trade rules to be recognised at the World Trade Organisation (WTO) talks in Hong Kong. Ever the reluctant movie star he said: "people in my position tend to get invited to these sorts of things. There are millions of people who are infinitely more qualified and able to deal with these issues than I- if you want to know who they are, there are about 10 million of them with their names on the petition and the numbers are still rising." He continued to say, with affirmation, that: "I'm here as a name, a European, and a consumer. These are the voices I give to Mr Mandeleson to take to Hong Kong."

In 2004, some of the biggest stars to come out of British pop music got together for Make Trade Fair live gig. I was there to see it, although I admit, at the time I was somewhat ignorant to the cause. The line-up was enough to make any pop fan go weak at the knees; Radiohead; The Thrills; Coldplay; REM- the list could go on. Not only were there some surprise collaborations but public awareness was also amplified as a result.

If this was not enough, 2006 has certainly exceeded everyone's expectations. To coincide with Fair Trade Fortnight ( 6-19th March), 20 famous faces, who are impassioned by Fair Trade, volunteered to literally 'be dumped on' by surplus commodities- only to then have their photograph taken- in an attempt to portray how these poor farmer's are being 'dumped on' everyday by rich countries. Ever wanted to see Jamelia covered in feathers, Thom Yorke splattered with chocolate or Antonio Banderas enveloped with corn- or, like me, you may just want to see Banderas….. These celebrities, along with many others, including Charlie Dimmock who has a pair of mangoes down her vest (no surprise there then!), are trying to express their fervour for Fair Trade products and urge the public to buy them. They appeal to people to 'make Fair Trade your habit' instead of purchasing the occasional product- it is simple; people can shop with a clear conscience.

All the photographs, taken by Trevor Leighton, the renowned photographer, were exhibited at gallery@oxo so I decided to check it out. The exhibition was not only impactive but also implored individuals to modify their shopping habits. I even popped into Sainsbury's on my way home and made a concerted effort to buy Fair Trade groceries (such a good girl am I!)

These celebrities are not the only ones with a voice. What they are doing for Fair Trade is, without a doubt, generating positive results. This should be enough of a reason to spur us all on to buy Fair Trade products, which will ultimately assuage our guilt and make us feel better albeit doing very little. I will leave you with some profound words from the man who exerts his life into creating a better world, U2 front man, Bono, who said: "It wouldn't cost much to change the rules of trade so that poor countries can work their way out of poverty. The world's leaders won't act unless they hear enough people telling them."