The Challenges of Marketing Fair Trade - Wynne, Sandy

positive example of why sales are so impressive. Starbucks bask in the light of Fair Trade
without any fundamental corporate change.
5.)Domestic Fair Trade
Domestic Fair Trade and Fair Trade can and must learn to exist in a cooperative
manner. The public has already latched onto the term “domestic fair trade”. Here in
Vermont the Vermont Milk Company promotes itself as a Domestic Fair Trade company.
In order to gain the political support to involve governments and social organizations,
local support of Fair Trade is paramount. Promotions of “Buy Fair Buy Local” go a long
way to assuring local farmers that Fair Trade is supportive of their hard efforts.
Educational material will have to address the differences between domestic Fair
Trade in the U.S. and Fair Trade in a developing country. Retailers can help by making
sure the Fair Trade Certified logo is prominently displayed to help make the distinction
for consumers. TFUSA should put more effort into encouraging companies that are
licensed to carry certified products to actually use the logo on certified products.
6) Is Fair Trade Fair?
The fairness issue is one of the top three concerns Vermont retailers indicate as a
challenge in marketing Fair Trade (Appendix J). The question goes to the heart of Fair
Trade branding. Is Fair Trade fair? The truth is not always, but there are continued efforts
to improve the model so that one day it might truly be fair for all those involved.
Unfortunately TFUSA and others have reduced the marketing of Fair Trade to a fair
price; the producer is guaranteed a fair deal. While this is often the case, some producers
experience a lack of food security with their families going hungry at certain times of the
year. Food security is still an elusive goal that Fair Trade stakeholders are actively
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