Is "Kenco Pure" "Fair trade" coffee?

I just watched an advert on television for a new range of coffee from Kenco - Kenco Pure. I was curious; there was an implication that the "Kenco Pure" brand is Fair Trade. There's even a little logo at the bottom of the screen that looks like it could be the Fair Trade logo (yes, alright, it doesn't look that much like it, but I'm the person who happily bought some "Fair Trade" chocolate in France, only to find that the symbol on the wrapper actually meant that it could be recycled). Well, Kenco Pure is not Fair Trade. I found a blog post here that has some more details:-
http://mtcodex.net/2007/california-coffee/