The Challenges of Marketing Fair Trade - Wynne, Sandy

something different, from products that are Fair Trade Certified to membership in
organizations.
. With all the labels and messages competing for the consumer’s attention, the Fair
Trade logo must be so highly valued that consumers will search for it. The Fair Trade
logo’s success, and thus the success of the Fair Trade model, must be worthy of the
consumer’s trust. This trust develops from confidence in the certification process and the
guarantee of an independent third party, which are at the heart of the Fair Trade model.
The Fair Trade logo must clearly and effectively convey the brand positioning of Fair
Trade. The challenge is to motivate the consumer to purchase Fair Trade Certified
products, as well as fairly traded ones which, by association, help to stimulate interest in
the certified products.
3) Brand Positioning
While conventional marketing strategies persuade consumers to purchase
products from only one company, Fair Trade’s marketing evolves from a different
paradigm. This paradigm includes: (1) an international movement, (2) for profit
companies and ATOs supporting Fair Trade, and (3) FTC products. The branding must
be applicable and beneficial to all three components. The paradigm relies on cooperation
and collaboration among the stakeholders in a transparent supply chain. As Fair Trade
moves into the mainstream, the competition is all the companies and products not
reflecting Fair Trade principles, as well as other certification programs. Fair Trade
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