<http://schema.org/about>
"We don't mean a schtir schtick, either. A few years ago Fair Trade coffee was hard to find; now every decent store will have a couple of brands with fair trade, shade grown, organic, bird friendly, rainforest alliance and whatever other stickers they"^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.treehugger.com/green-food/you-need-a-schtick-to-sell-coffee-these-days.html>