The key when it comes to sustainability is embedding it into the core curriculum. The Business School at the University of Fraser Valley in Canada has made sustainability a key part of the Business Research Methods, a mandatory course for all business students. Within the course students complete a major research projects to learn the process, methodology, and applicability of various business research problems. Each year Associate Professor David Dobson identifies one sustainability topic and uses it to frame the major research project. This past year it focused on the Fairtrade movement and students explored customer’s willingness to pay for Fairtrade coffee in particular and what perceptions existed among society about Fairtrade.