The marketing system for fair trade and non-fair trade coffee is identical in the consuming and developing countries, using mostly the same importing, packing, distributing, and retailing firms used worldwide. 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, fair trade is marketed only by fair trade cooperatives, while other coffee is marketed by fair trade cooperatives (as uncertified coffee), by other cooperatives and by ordinary traders.