Now small companies like Dandelion in San Francisco started to use this labeling and practices with the same mission of bringing their “bean to bar” products to the public. Apart from origin being important consumers are looking more at labels including fair trade or rainforest alliance symbols. In order to be considered fair trade a plantation needs to pay a fee to get certified and assure that they pay fair wages and are not using child labor. The fair-trade movement has come under scrutiny based on its lack of enforcement and regulation. The rainforest alliance is a better one because they track their process and they are more accountable. Other companies like Dandelion prefer to do something that is called direct trade. This means that they develop direct relationships with the farmers and pay them what they think their chocolate is worth which is generally a lot more than they are used to getting paid. They see this as an investment towards having better products. Companies around the world are not only looking at their profits but they also want to make sure that the farmers get their fair share and also profit from this crop. This shift also represents how the consumer now a days is concerned with more than just the taste of the product. As consumers become more aware of standard production practices, they can choose whether to continue supporting a company.