• Because it helps to deliver transparent transactions, as well as regulate and balance the price of artworks

• Because it lays the foundation for a more fair, accesible, sustainable and supportive contemporary art market ecosystem

• Because it is an innovative and effective way of reducing the ecological footprint of the global art production and market system

• Because it optimises the creators work process and it reduces waste, ensuring sustainable consumption and production patterns (UN Goal #12)

• Because F artworks are uncatalogued and more rare, and they attract buyers and researchers interested in their increasing artistic, archaelogical and historical value.
   

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• Because it strengthens and empowers the most vulnerable cog of the art system ​(the producers). The normalisation of F trade can provide economic independence to creators, as well as more time to focus on developing focused and proficient work.

• Because it encourages art purchasers and collectors to have a more natural and direct contact with local visual/fine art artists 

• Because it is the professional visual / fine art artists opportunity to reach audiences with artistic sensitivity and/or education but that can´t afford to buy in traditional commercial galleries

• Because it allows producers and consumers to save money

• Because the 50% intermediaries fee doesn´t have to govern the art trade system

• Because Fair Art Trade´s artist locator index enables fast and direct contact between art purchasers and a curated selection of professional visual/fine art artists

• Because it is a supportive community of contemporary art creators that guarantees a context and selection of visual artists that have been carefully selected and fall in line with the highest artistic and professional standards

• Because it reduces levels of stress, anxiety and mental health problems related to competitive art mechanisms.   Applications to grants, prizes and residency open calls not only cost time and money to artists, they are also funded by entities, organisations, companies or corporations that often offer feast today, famine tomorrow: short-term projects, low pay, hidden marketing aims (greenwashing, culture-washing, etc)...

• Because it facilitates the democratization and accessibility of contemporary art to the general public, as well as aspiring and established collectors

F pursues to provide a reliable and sustainable alternative to a model that can sometimes be distorted by capitalist exhaustion, unbalanced relationships, social exclusion and economic opacity.  Nevertheless, F has opened a parallel path that, without interfering with the traditional art market mechanisms, helps to guide, transform and motivate the public and professionals to navigate and interact with contemporary art in a balanced way.