Your Uncle Dan would be proud.  It is indeed an acronym.

Your suggestions do make a lot of sense.  I shall try expanding the word to Fair Trade.... then combine the acronym version of that to cover more ground.  I'll do some trial and error.

Thanks!

We have certain products that we've abbreviated since it's a bit too long.  For example, the word Fair Trade Organic is one of our categories and we abbreviate it to FTO.

If I put FTO  on our meta tag titles and links instead of the actual word, would that provide a weaker result?

Your Uncle Dan would be proud.  It is indeed an acronym.

Your suggestions do make a lot of sense.  I shall try expanding the word to Fair Trade.... then combine the acronym version of that to cover more ground.  I'll do some trial and error.

Thanks!