Talking About Our Work

We’ll be the first to admit it -- our work can be difficult to explain in a succinct sound-bite or tag line. (A comprehensive approach to any problem usually is.)

Not to worry, we’ve developed these “tried and true” message templates and instructive talking points to help you articulate the essence and impact of our work.

But before you get started, here are a few important messaging tips to keep in mind:

We are the Rainforest Alliance…

  • Never RFA, RA or any other abbreviation.
  • Always use our full name: the Rainforest Alliance.
  • Never capitalize “the” unless it’s the beginning of a sentence.

We collaborate with businesses…

  • Never use the word “partner,” which has legal implications, to refer to our relationship
  • “Working with” and “teaming up” are also acceptable.

Rainforest Alliance Certified™ farms…

  • Always capitalize “certified.”
  • Always use the “TM” symbol in the first use of the phrase.
  • Never use “farms certified by the Rainforest Alliance” -- technically, our partner the Sustainable Agriculture Network approves the certifications, not the Rainforest Alliance.

Rainforest Alliance Certified farms and Verified tourism businesses meet standards for sustainable practices…

  • Never say these operations “are sustainable” -- the path to sustainability is ongoing. Certified operations are audited annually to ensure that they are continuing to make improvements.

Forest Stewardship Council/Rainforest Alliance Certified…

  • Always spell out “Forest Stewardship Council” if it’s the first use, “FSC” anytime after.
  • Always use FSC first, then Rainforest Alliance Certified.

FSC/Rainforest Alliance Certified forests meet standards for responsible management…

  • Always use the term “responsible” when referring to FSC standards to comply with their messaging preferences.

[Product type] from Rainforest Alliance Certified farms or forests…

  • Not “Rainforest Alliance Certified coffee, paper, etc…” -- it’s the farms and forests that are certified, not the products. However, we permit this use where space is a consideration.

Rainforest Alliance Verified™ hotels and tourism businesses…

  • Always capitalize “verified.”
  • Always use the “TM” symbol in the first use of the phrase.
  • Never use “Rainforest Alliance Certified hotels and tourism businesses” -- these businesses are verified by the Rainforest Alliance, not certified.

Decent wages for farm workers

  • Always use “farm workers” rather than “farmers” which really means “farm owners.”
  • Always use “decent wages” rather than “fair wages” to prevent confusion with other certification schemes.