Second Cup, what does "fairly traded" mean?!

Something interesting happened this week.  I was at an outlet for Second Cup Coffee and I noticed a sign hanging from the ceiling that read: "24 fairly traded coffees available every day".  I almost missed it, there wasn't any other fanfare around this fairly traded business.For those of you that haven't heard of Second Cup, they are a Canadian chain of specialty coffee stores.  They've been around almost 40 years and have over 300 locations across Canada.  Where Starbucks is in every country, their biggest competition in Canada is arguably Second Cup, at least in the realm of specialty coffee (Tim Horton's doesn't serve specialty coffee).