 Some independent brands operate a virtual company, paying importers, packers and distributors and advertising agencies to handle their brand, for cost reasons.In the producing country Fairtrade is marketed only by Fairtrade cooperatives, while other coffee is marketed by Fairtrade cooperatives (as uncertified coffee), by other cooperatives and by ordinary traders.Retailers and cafes in the rich countries can sell Fairtrade coffee at any price they like, so nearly all the extra price paid by consumers, 82% to 99%, is kept in the rich countries as increased profit.