The Challenges of Marketing Fair Trade - Wynne, Sandy

in 2006 according to its website. The flip side is, according to Dean’s Beans, that
Starbucks carries only one certified coffee out of their 40+ coffee products and to date
has refused to add any more to their product offerings. Although Starbucks’ 2006 Annual
Report states that Fair Trade Certified coffee imports is 6% of their total imports, the
majority of the certified coffee Starbucks imports is not for Starbucks, but “related to the
requirements of other companies for whom they roast and package private-label coffee”
(Conroy, 2007, p.119). In comparison, GMCR, while not 100% Fair Trade, has made a
strong commitment to continue increasing its Fair Trade Certified coffee products. As
of 2007 almost 30% of GMCR’s coffee is Fair TradeCertified (GMCR Report 1 st
Quarter 2007).
While mainstreaming has increased Fair Trade products sales in the U.S.,
campaigns and TFUSA’s business oriented model are also given credit for that increase
(Conroy, 2007). Successful campaigns, organized by NGOs, ATOs and other activist
groups, have used “buycotting” campaigns rather than boycotting ones (Fridell, 2007,
p.72). Boycotting campaigns pressure corporations to be more socially responsible when
consumers refuse to purchase goods. Buycotting campaigns offer a positive alternative by
pressuring corporations and public institutions to offer Fair Trade goods. An example of a
successful buycotting campaign was Global Exchange’s campaign to pressure Starbucks
to carry Fair Trade Certified coffee. As for TFUSA’s business model, the approach has
been to focus on increasing certified sales and leave the activist role to other NGOs and
ATOs. This strategy may prevent friction between TFUSA and the MNCs currently
licensed or considered to be potential licensees.
2) Selling Out
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