Starbucks Coffee Company (Nasdaq:SBUX) and TransFair USA have formed an innovative alliance in which Starbucks will market Fair Trade Certified coffee in over 2,000 retail locations across the United States and through the Starbucks.com website. Starbucks purchases of Fair Trade Certified coffee will be from certified importers who have paid the farmers a fair price (as defined by internationally accepted Fair Trade standards for coffee), which will be a premium over the prevailing market price.