The Challenges of Marketing Fair Trade - Wynne, Sandy

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Accepted by the faculty of the graduate college, Saint Michael's College, in partial fulfillment of the requirements for the degree of Master of Science in Administration. Committee: ____________________________________________ Committee Member ____________________________________________ Committee Member ____________________________________________ Director
Acknowledgements The MSA graduate program at Saint Michael’s College has been an incredible journey for me. The faculty gave me an educational experience I would highly recommend to anyone, regardless of where they are in life’s journey. They encouraged and supported me throughout the MSA program. In particular, Dr. Robert Letvosky has been an inspiration from the beginning, believing in me, and challenging me to be the best I can be, whether it was reaching the top of Izalco in El Salvador or completing a thesis on my favorite topic, Fair Trade. I owe a debt of gratitude to my parents, Ida and Harold Wynne, for instilling in me a life long desire to explore and learn. My family has been incredibly patient and understanding. My children, Linae Laible and Stephen Laible, and my sister, Dariene Hicks, have been great cheerleaders. My partner and soul mate, Sean McKenzie, gave me support, love and patient understanding that helped me get to this day.
Page 1: The Challenges of Marketing Fair Tr
Page 5 and 6: anding must be universal, yet there
Page 7 and 8: Table of Contents Executive Summary
Page 9 and 10: APPENDIX C: Traditional v Fair Trad
Page 11 and 12: • Producers/farmers democraticall
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
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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
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Awake Coffee Attn: Manager/Owner PO
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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
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The Challenges of Marketing Fair Trade - Wynne, Sandy

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