In development circles, trade is becoming accepted as a way to address poverty. Among the broader public, however, few make the link between trade and poverty reduction. Trade is seen as an "insider" or elite topic, not a subject of dinner conversation. But this is slowly shifting. NGOs are taking the trade debate to a broader public with flair, with fair trade groups and Oxfam in the forefront. Governments are bringing the views of business and NGOs into trade talks. Negotiators are making the case to enlist business leaders to advocate for free trade. Business students have even written to the Financial Times about it.