The Asta fair trade shop in Laranjeiras represents the creativity, ingenuity and fortitude of working-class cariocas. This NGO promotes the work of women artisans from a network of 33 low-income communities spread across the city, feeding the producers ideas, distribution channels and, ultimately, profits. Considerably more than just a craft store, Asta seeks to use consumers as a way of indirectly supporting these communities, ensuring that money is evenly distributed and helping to combat social inequality. Their unusual recycling programme takes waste from large companies like Coca Cola and makes branded giveaways like carnival masks.