The Challenges of Marketing Fair Trade - Wynne, Sandy

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consumers. Since Fair Trade is often branded as a fair price to farmers, critics question how fair Fair Trade really is when they hear stories of farmers not receiving fair prices. Retailers need help from many directions to address these challenges. Education can play a large part. Effective promotional material is essential. Easy access to current factual information is important. Generic marketing is needed. More product categories promote repeat customers and interest for new customers. Controversies need to be openly and honestly debated. Companies need to demonstrate commitment to Fair Trade through increasing purchases and changes in corporate policies. TFUSA needs to be more proactive in supporting small retailers and importers, rewarding those who make a 100% commitment to Fair Trade. New ideas should be considered and tried. A global online Fair Trade library would help educate everyone from producers to consumers. Educational materials designed specifically to increase retailers’ knowledge would result in more educated consumers. A series of regional public debates would offer an opportunity to reach out to various stakeholders, giving them an opportunity to be heard, and providing a format for building a broad grass roots base in the U.S. Marketing and promotional campaigns need adequate funding and resources to be effective. Consumers and producers need to be connected so that consumers will make choices that speak volumes to the larger global world, voting for fairness and justice. Fair Trade links consumers and producers with values of fairness and solidarity rather than with exploitation and profits. Making trade fair must include advocacy for changes in trade policies and corporate behavior. vi
Table of Contents Executive Summary Page CHAPTER 1: Overview 1 A) Brief Description and History 1 1) What is Fair Trade? 1 2) The History of Fair Trade 2 B) Fair Trade Today 4 C) Review of Recent Publications and Other Resources 6 D) Research Methodology 9 CHAPTER 2: Identifying Fair Trade Marketing Challenges 11 A) Identifying Confusion 12 1) Terminology 12 2) Product Labels 14 3) Brand Positioning 15 B) Identifying Awareness, Availability and Accessibility 18 1) Awareness 18 2) Availability 20 3) Accessibility 21 C) Identifying Controversies 22 1) Mainstreaming 22 2) Selling Out 24 3) Anti-Free trade 26 4) Halo Effect or Fairwashing 28
Page 1 and 2: The Challenges of Marketing Fair Tr
Page 3 and 4: Acknowledgements The MSA graduate p
Page 5: anding must be universal, yet there
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
Page 65 and 66:
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
Page 89 and 90:
Awake Coffee Attn: Manager/Owner PO
Page 91 and 92:
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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