Codes of conduct or codes of practice such as Eurepgap (see 03.05.04) are a good example of how purchasing power translates into change at the producing end. The retailer demands certain assurances of the roaster who in turn requires their suppliers to conform. This is not to say that all this has come about entirely spontaneously: the 1990s saw a number of food scares that have undoubtedly focused consumer attention on the how and what of the food and drink they consume. But even so, as in some other industries, one can probably mark the 1990s as a turning point for the policies of the larger roasters with respect to social responsibility. Pressure through lobbying and campaigns may have contributed to this attitude change.At the same time, the market share for roasted coffee under the Transfair and Fairtrade seals reached 10,000 tons for the first time in 1995 (2009 sales were 92,000 tons GBE). As an example, since Starbucks introduced Transfair coffee to the United States market in 1999, a growing number of coffee retailers in the United States have become licensed to sell Fairtrade.An increasing number of individual companies and associations such as the Specialty Coffee Associations of America and of Europe are engaged in a variety of activities related to what may broadly be called codes of conduct.Some of these are listed here by way of example; this listing is by no means exhaustive: