Fairtrade Coffee at Sam's Club??

So, there I was, pushing my gargantuan shopping cart, filled with dixie paper cups and paper plates and dessert paper plates, all in coordinating khaki rope-looking edging, along with my coffee cups and my garbage bags. I looked like I was shopping for a very large household of screaming kids and caffeinated parents, cause that's all that keeps them going. And there, lo and behold, was a huge 2.5 lb. bag of Sam's Club "Fairtrade" coffee-espresso roast no less. I thought, wow they are really getting on board. I mean if Sam's club can do it, then maybe my church could go fairtrade! I know that is a terrible thought to think...basing a social justice action on a mega wholesale company's products is probably not very coherent! Then I looked at the price. It was less than the non-fairtrade Starbuck's brand coffee. Which makes me very suspicious for some reason. Why is that? And why couldn't I rejoice in this small victory of the world becoming a better place (still yet to be determined whether this coffee is truly fairtrade). What cynicism resides in me to crush hope??!!! Do I just enjoy my soapbox that much (the truth is yes, I truly like my railing position upon the melting soap box)? Anyways, does anyone know anything? Is it truly fairtrade?? You can't find a pic online: http://www.samsclub.com/shopping/navigate.do?dest=5&item=351220. I'm curious as to how Sam's club fairtrade coffee is less expensive than Starbuck's and who the supplier is.