The Fairtrade Foundation has called on the UK government to lead the way in securing £50m to invest in its work over the next five years.
The foundation gave evidence to a House of Commons committee's inquiry into fair trade and development.
Its head, Harriet Lamb, said she needed the extra money to change attitudes, so that nobody would pay a farmer less for a crop than it costs to grow it.
The committee is also hearing from Starbucks and Marks & Spencer.
Ms Lamb told MPs: "In the first 10 years we've shown that the concept can work: it can work for the farmers and development, it can work for the market."
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