The Challenges of Marketing Fair Trade - Wynne, Sandy

procurement policies of its governmental agencies and within the business sector. These
policies encourage or require purchases from suppliers of local products and Fair Trade
products. Some U.S. municipalities have encouraged the use of FT products but to date
there is no formal campaign to incorporate Fair Trade into procurement policies.
Along with campaigns to increase awareness, retail stores need attention getting,
attractive in store posters, point of sale brochures, and other effective Fair Trade
marketing material. Fairtrade Foundation in the UK offers a variety of attractive materials
(Appendix E). Individual companies recognize the need to attract attention with bright
colorful packaging (Appendix F). TFUSA should consider revamping its promotional
material for retailers and follow the successful examples of Fairtrade Foundation.
In 2004 TFUSA started a generic marketing fund (Nicholls & Opal, 2005, p.129)
that suppliers and retailers would contribute to. In return, TFUSA would run generic
promotions in specific regions when requested by those suppliers and retailers. That fund
is currently not operational. Given the upbeat growth in sales and interest in increasing
awareness, this fund should be restarted.
2) Availability
The limited availability of Fair Trade products is of concern to retailers. Estimates
are that one half of American consumers who recognize the Fair Trade Certified label
say they buy Fair Trade products, but they also say “lack of availability limits their
purchases”. (Raynolds et al., 2007, p66) While Europe enjoys a wide variety of certified
products and product ranges, such as snack bars, wines, fruit juices, and soccer balls, the
U.S. market has a more limited number of agricultural related products and, as of April
2008, no non-agricultural products. TFUSA should consider reallocating resources to
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