Which sounds closer to Fair Trade than Free, which I prefer, so he can call it whatever he likes.
How about Fair Free Trade?
The only form of fair trade is free (or freer) trade. Fair trade requires a more influential government and a belief that it can create an even playing field. The even field doesn't exist in the real world.. All government can do is make trade harder and more expensive. Anyone truly wanting fair trade supports free (or freer) trade.