fair trade certification by transfair is the best route to build consumer confidence in the legitimacy and standardization of fair trade products. fair trade also empowers communities that produce commodities by organizing grower and producer co-ops (specifically with coffee) which eliminates yet another middle man and allows the farmers to take over more aspects of the process such as processing, roasting, shipping. This increases the communities income and the cooperative can then decide how to use the community funds, which could be used for building schools or put back into more manufacturing and processing equipment.
"Free trade" has no regulation, no transparency and forces consumers to rely on the word of the manufacturer or importer of goods, which obviously leaves it open to scammers taking advantage of the fact that this label isn't regulated. Consumers then confuse Fair Trade certification with "free trade" labeling.