Coffee is a staple of American culture. This concoction of dried beans and hot water gets the world started in the early hours, pushes people through the post-lunch lull and provides the fuel for late-night cramming.

To this list of merits coffee can now add one more entry — introducing Americans to the concept of fair trade.

“A lot of people are definitely coffee fiends,” says Tina Thill, co-manager of Worldly Goods, 223 Main St.

Worldly Goods is a non-profit store in downtown Ames that deals exclusively in fair trade goods. Fair trade items for sale at Worldly Goods originate in 30 different countries around the world, including the United States.

“When I tell people that we are a not-for-profit store, they say, ‘What, I can’t believe it! Why do you do it?’ Almost every day that happens,” Thill says.

The answer, Thill says, is to support fair trade.

Fair trade is an alternative market system that directly supports the people making the goods being sold.

“The mission is to support artisans and farmers who come from disadvantaged parts of the world. We try to help them out by engaging in fair trade where we ensure they make a living wage,” says Kitty Fisher, Worldly Goods’ co-manager.

The diverse array of products for sale reflect a wide range of crafts and cultures, from Peruvian pan pipes and Kenyan wood sculptures to Indonesian furniture made with wood recovered from under layers of volcanic ash.

Of all these unique offerings, Thill and Fisher agree that fair trade coffee has best caught Americans’ attention.

“Fair trade coffee is probably the most well-known fair trade product,” Fisher says.

“It is sort of a foot in the door. Many coffee shops use only fair trade coffee, and if you look close enough you can find it in a lot of grocery stores.”

Each of the unique products is produced by a group of artisans working in a certified fair trade organization. This arrangement often allows for a more direct relationship from artisan to eventual buyer, Thill says.

“The more we can tell our customers, the more there is a connection,” she says. “With a lot of our products, we can give them something printed that tells about the group and sometimes the actual artist.”

Learning the stories behind the various artworks for sale is one of the main responsibilities of Worldly Goods all-volunteer sales staff. Volunteers work two three-hour shifts per month, and Fisher says there is never any problem finding individuals willing to help out.

“People just walk in the door — they are college age to retirement age, and there are lots of ISU students,” she says.

Thill says that it is the enthusiasm of volunteers that gives Worldly Goods much of its personality and appeal.

“There is a big difference between employees that have to be there to get paid and volunteers that want to be there, and that really overflows to customers,” she says.

Although salesmanship and people’s eagerness to help are important factors in Worldly Goods success, Fisher and Thill agree that no sense of philanthropy is required to enjoy the diverse array of products for sale.

“One thing I like to hear customers say is, ‘Wow, that’s really cool,'” Thill says.