The global spread of the notion of “fair-trade” in recent decades has fueled the emergence of a plethora of international, national, and local initiatives, considered together as a transnational social movement. Since the early 1990s the Fair-trade movement has led to high growth rates in fair-trade market share and to rising consumer awareness, mainly in the US and European markets. Correlated to the UN 2030 Agenda in major aspects, fair-trade is considered as an innovative tool for achieving several Sustainable Development Goals (SDGs). The development of a fair-trade market and movement in Israel, however, is lagging far behind. Founded only in 2019, “Fair Trade Israel” (FTI) aims at creating a local fair-trade market by raising awareness among Israeli consumers and corporations. in 2020 FTI launched the “Fair Trade Campus” program (FTC) - an accreditation program for higher education institutions. Based on the experience of implementing FTC in Tel Hai college, this case study seeks to ignite a discussion on the challenges and opportunities in engaging students in on-campus processes of innovative finance and sustainable transformation