Question: how is Pura Vida Coffee and Fair trade coffee connected?

Context articles: Fair trade in New Zealand
International Coffee Day
Pura Vida Coffee
Peace Coffee
Fair trade debate
Just Us!
Xen Coffee
Fair trade coffee
Mirembe Kawomera
Pura Vida (film)

Fair trade is where a farmer or craftsperson is paid a fair price for their product, one that represents its true worth, not just the lowest price that it is possible to pay.
 This is a price that covers the cost of production and provides the producer to live with dignity.
 Fair Trade New Zealand is an organisation that was launched in 2005 which supports fair trade by ensuring that farmers and workers' rights are not exploited.
 According to Oxfam New Zealand, there are several companies to support fairly traded goods from, which are exported to New Zealand.
 From 2013-2014 there were 42 Fair Trade Licensees and Traders in New Zealand.
 From 2015-2016 this number rose to 54 Fair trade Licensees and Traders in New Zealand.
 Gwen Gwenn, Oxfam's Engagement Director, says: “when farmers are paid fairly for their products, we see people able to make real improvements to their lives and their communities.
 Producers who used to struggle to feed their families are able to give their children an education, and communities can build schools and develop businesses.
 It is one of the smart solutions to poverty”.
 In 2009, Wellington became the first fair trade capital city in the Southern Hemisphere.
 In 2017, Whangarei was recognised by the Fair Trade Association of Australia New Zealand as being one of four fair trade councils in New Zealand, and the first fair trade district in New Zealand.
International Coffee Day is an occasion that is used to promote and celebrate coffee as a beverage, with events now occurring in places across the world.
 The first official date was 1 October 2015, as agreed by the International Coffee Organization and was launched in Milan.
 This day is also used to promote fair trade coffee and to raise awareness for the plight of the coffee growers.
 On this day, many businesses offer free or discounted cups of coffee.
 Some businesses share coupons and special deals with their loyal followers via social networking.
 Some greeting card companies sell National Coffee Day greeting cards as well as free e-cards.
Pura Vida Coffee is a for-profit company, but one that’s wholly owned by Pura Vida Create Good, a nonprofit U.S. company that sells Fair Trade Certified organic, shade-grown coffee from Latin America, and Africa.
 The company advocates corporate social responsibility by donating its profits to help children and families in coffee-growing communities internationally.
Peace Coffee is an organization based in Minneapolis, Minnesota that sells organic, fair trade coffee.
 The company sells coffee through grocery, retail stores, food co-ops, and via the Internet.
 The organization operates throughout the United States, but has a strong presence in the Upper Midwest.
 Peace coffee is one of 24 fair trade coffee roasters part of Cooperative Coffees.
The fair trade debate is a debate around alleged issues with the Fairtrade brand.
 The debate surrounds the ethics and alleged economic implications of fair trade.
 Some criticisms have been raised about fair trade systems.
 One 2015 study in a journal published by the MIT Press concluded that producer benefits were close to zero because there was an oversupply of certification, and only a fraction of produce classified as Fair Trade was actually sold on Fair Trade markets, just enough to recoup the costs of certification.
 Some research indicates that the implementation of certain fair trade standards can cause greater inequalities in some markets where these rigid rules are inappropriate for the specific market.
 In the fair trade debate, there are complaints of failure to enforce the fair trade standards, with producers, cooperatives, importers and packers profiting by evading them.
Just Us!
 Coffee Roasters Co-op is a Canadian importer of fair trade coffee, tea, sugar, and chocolate.
 Based in Grand Pré, Nova Scotia, Just Us!
 products are sold throughout Canada, typically in shops specializing in fair trade goods such as Ten Thousand Villages.
 As well, Just Us!
 operates a network of cafés in Nova Scotia with locations in Grand Pré, Wolfville, and Halifax.
Xen Coffee is an independent siphon coffee bar in Hong Kong.
 Xen Coffee's first coffee shop was in Quarry Bay.
 Xen Coffee serves highly selective coffee varieties from Africa, Indonesia, Central and South Americas.
 Xen Coffee was awarded Best Fair Trade Cafe in Hong Kong for its effort as a pioneer in promoting Fair Trade products like chocolate from Ghana, organic coffee from Ethiopian Yirgacheffe and the rainforest of Guatemala in Hong Kong. "
Time Out" magazine (Hong Kong edition) has selected Xen Coffee as one of Hong Kong's 20 Best Coffee Spots.
 Xen Coffee has also been covered in "My Coffee Guide" written by Moses Chan, a coffee geek and celebrity in Hong Kong.
 Helen Chow, the head Siphonist of Xen Coffee was awarded the title of World Siphonist by the Specialty Coffee Association of Japan (SCAJ) to honor her achievement as second runner-up in the World Siphonist Championship (WSC) 2010.
 The founder of Xen Coffee, Dixon Ip, is the first person in China to obtain certifications from both the Specialty Coffee Association of America (SCAA) and Coffee Quality Institute (CQI) as SCAA Cupping Judge and CQI Licensed Q Grader.
 Xen Coffee focuses on educating the local community on coffee beyond espresso and promoting the concept of enjoying specialty coffee from single origins.
Fair trade coffee is coffee that is certified as having been produced to fair trade standards.
Mirembe Kawomera (also known as Peace Kawomera, or "Delicious Peace") is an interfaith Fair Trade coffee cooperative in Mbale, Uganda.
 The cooperative is made up of Jewish, Christian, and Muslim farmers.
 Founded in 2003 by JJ Keki, the members of Mirembe Kawomera use music and fair trade coffee to promote peace between religions.
Pura Vida , sometimes known as ¡Pura vida!
, is a Mexican film released in 1956.
 The film is notable for popularizing the phrase "pura vida", particularly in Costa Rica.