The Challenges of Marketing Fair Trade - Wynne, Sandy

Fair Trade: Refers to the broader European movement and to network
organizations such as the European Fair Trade Association. In the U.S. Fair
Trade refers to the broader movement, the certification system and to
products (Fairtrade Foundation, Buying into Fairtrade, 2007).
Fair Trade Certified: TFUSA retains the exclusive rights to license the use
of this phrase, referring to products certified by TFUSA.
fair trade: Refers to “trade between nations that takes place under active
government intervention” designed to benefit industries of individual
countries (Griffin & Pustay 2007,p.615). This definition does not apply to the
Fair Trade movement. Note that others use ‘fair trade’ and ‘Fair Trade’
interchangeably to reference the alternative trade model.
fairly traded: Refers to products that are not certified or certifiable but whose
producers support Fair Trade principles. Some companies use this phrase in
marketing their certified products, like Equal Exchange.
Local Fair Trade and Domestic Fair Trade: Refer to programs within
developed countries (the North) that want to “achieve a food system the
sustainability of which is predicated on both social justice and ecological
integrity” (Jaffee, Kloppenburg, Monroy, 2004). At the same time, the NI in
Mexico, Comercio Justo, is referenced as creating a domestic Fair Trade
marketplace (Raynolds et al., 2007,p.144).
An industry periodical, Supermarket News (Correction, December 10,2007),
corrected a story on certified ethically grown flowers, initially referring to the VeriFlora
certification as “Fair Trade”. The correction explained that “Fair Trade” capitalized refers
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