The Family Tree is fully operated under the principles of Fair Trade by putting people and planet as top priorities. The fundamental principles that are evidenced in all of their businesses are promoting fair trade; promoting culture and communities; and promoting green products and the environment. Their handmade crafts are of high cultural values, eco-friendly and uniquely designed. This social enterprise supports over 40 social and environmental initiatives aiming to enhance the increased prosperity for disadvantaged groups. Apart from a fair price paid to small producers including women’s groups, ethnic minorities and people with special needs, the Family Tree also promotes sustainable materials, locally handmade and recycled crafts, while preserving their cultural identity. Being an active team player for the Greener Tomorrow initiative, the Family Tree continually contributes money from the shop sales and personally arranges tree plantings in the countryside of Thailand, inviting customers to join these activities for free, as friends.