but the familiar story has a new chapter beginning in the 1980 some consumers learned that cacao farmers were living difficult and uncertain lives the farmers received money for their-crops based on world market and the market price foe cacao was sometimes so low that the farmers received less for their crops than the had cost to produce in response groups of consumers I Europe and the United States developed fair trade organizations to guarantee that farmers of cacao as well as well as coffee and tea would receive fair and consistent prices for their crops