The Challenges of Marketing Fair Trade - Wynne, Sandy

Recommendations

Info

CHAPTER 1: Overview A) Brief Description and History 1) What is Fair Trade? Nearly three billion people, half of humanity, live on $2 a day or less, according to Global Issues. “Fair Trade is a response to the failure of conventional trade to deliver a better deal” to the poor (Fairtrade Foundation, Tipping the balance). Fair Trade is an alternative trade model developed to help disadvantaged producers in developing countries by improving their quality of life through trading partnerships. These partnerships address trade inequities in the global marketplace. Trade inequities include lack of access to: markets, market information, technology, knowledge of best business and environmental practices, and credit resources. Fair Trade empowers the marginalized producers by investing in them, their communities and their environment through sustainable development so that they can lift themselves out of poverty. Fair Trade is “an innovative supply chain model which distributes its economic benefits more fairly among all stakeholders” (Nicholls & Opal, 2005, p.6). This innovative approach is based on the following principles: • Fair and stable prices covering production costs plus a livable wage • Transparent and long-term trade agreements • Fair Trade premiums for investments in the communities • Provisions for credit access and market information • Prohibition of labor abuses • Respect for the environment • Direct trade with producers, minimizing supply chain length
• Producers/farmers democratically organized Fair Trade builds a supply chain starting with the producers’ needs and considering the social, development and environmental impacts affecting those producers. Conventional trade models start with consumer demand, often for low priced goods, with the potential of exploitation of workers and their environment. Fair Trade makes the consumers connect the dots between their purchases and the consequences of the supply chain. The mission of the Fair Trade movement is to reduce poverty and encourage sustainable development, but also to influence the behavior of private and public entities involved in trading markets. The European Parliament recognized the importance of Fair Trade’s goals in a resolution passed in 2006 stating that Fair Trade has two inseparable objectives: to provide opportunities for development for small-scale producers and workers in developing countries and to influence the international trading system and private companies towards becoming more just and conducive to sustainable development (European Parliamentary Report, 2006, G). Fair Trade challenges conventional trade models, trade policies, and corporate behavior to be more transparent and more accountable in the global marketplace. . 2) The History of Fair Trade The Fair Trade movement has its roots in the 1940’s when Christian church groups began selling handicrafts made by the poor in Southern countries directly to Northern markets. By the 1950’s, Alternative Trade Organizations (ATOs) such as Ten Thousand Villages and SERRV International were selling handicrafts in the U.S. and 2
Page 1 and 2: The Challenges of Marketing Fair Tr
Page 3 and 4: Acknowledgements The MSA graduate p
Page 5 and 6: anding must be universal, yet there
Page 7 and 8: Table of Contents Executive Summary
Page 9: APPENDIX C: Traditional v Fair Trad
Page 13 and 14: of Fair Trade products for their re
Page 15 and 16: Although FTC coffee accounts for un
Page 17 and 18: Another book, The fair trade fraud
Page 19 and 20: did not have a set format of questi
Page 21 and 22: company yet it involves many busine
Page 23 and 24: specifically to products certified
Page 25 and 26: Certified coffee, for example, must
Page 27 and 28: profit margin differential between
Page 29 and 30: experienced similar results. Employ
Page 31 and 32: does that mean all the other produc
Page 33 and 34: in 2006 according to its website. T
Page 35 and 36: Certified coffee, the author was un
Page 37 and 38: farmers enables them to consider th
Page 39 and 40: (Griffin & Pustay, 2007, p.127). So
Page 41 and 42: There is one NI in the South that i
Page 43 and 44: producers getting Fair Trade certif
Page 45 and 46: The abundance of product labels and
Page 47 and 48: many benefits which are essential t
Page 49 and 50: country. In May 2008 the Fair Trade
Page 51 and 52: increase capacity for launching mor
Page 53 and 54: Certified products. 3) Accessibilit
Page 55 and 56: companies like Divine Chocolate and
Page 57 and 58: their MNC licensees demonstrate a s
Page 59 and 60: positive example of why sales are s
Page 61 and 62:
CHAPTER 4: Conclusions and Recommen
Page 63 and 64:
made a unilateral decision to mains
Page 65 and 66:
American culture. Perhaps this mode
Page 67 and 68:
To address the challenges of increa
Page 69 and 70:
CHAPTER 5: Future Research Areas In
Page 71 and 72:
Downie, A. (2007, October 2). Fair
Page 73 and 74:
Jacques, S., Hong,W. (2007, Septemb
Page 75 and 76:
International Development). Gale. S
Page 77 and 78:
PERSONAL INTERVIEWS/CONVERSATIONS (
Page 79 and 80:
FTRN is an organization that provid
Page 81 and 82:
APPENDIX B: Logos also called marks
Page 83 and 84:
Certified Naturally Grown.A non-pro
Page 85 and 86:
APPENDIX D: U.S. Fair Trade Marketi
Page 87 and 88:
APPENDIX F: Product Marketing Examp
Page 89 and 90:
Awake Coffee Attn: Manager/Owner PO
Page 91 and 92:
February 15, 2008 APPENDIX I: Cover
Page 93 and 94:
Books (44%) Network or trade organi
Page 95 and 96:
20. Do you belong to the Fair Trade
show all

The Challenges of Marketing Fair Trade - Wynne, Sandy

Create successful ePaper yourself

Delete template?

Save as template?