The Challenges of Marketing Fair Trade - Wynne, Sandy

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---Mission Statement. Retrieved on April 1, 2008 from http://www.transfairusa.org/content/about/mission.php ---Press Release for worldwide sales. Retrieved on April 1, 2008 from http://www.transfairusa.org/content/about/pr/pr_070731.php ---Starbucks Purchases retrieved on April 1, 2008 from http://www.transfairusa.org/content/about/ppr/ppr_071002.php --- Vision Statement. Retrieved on May 5, 2008 from http://www.transfairusa.org/content/about/mission.php Velasques, M.G. (2006). Business Ethics: Concepts and cases. Upper Saddle River, NJ: Pearson Prentice Hall. Weber, J. (2007, Winter). “Fair Trade coffee enthusiasts should confront reality”. Cato Journal. (Vol 27 No. 1.). Retrieved April 1, 2008 from http://www.cato.org/pubs/journal/cj27n1/cj27n1-9.pdf Wilkinson, J. (2006, September) “ Fair Trade Moves Centre Stage”. Edelstein Center for Social Research. (Working Paper 3) Retrieved December 20, 2007, from http://www.centroedelstein.org.br/wp3_english.pdf Wright, S., McCrea, D. (2007). The Handbook of organic and Fair Trade food marketing. Oxford, UK: Blackwell Publishing. Zink, W. (2006, March/April). “The case for ethical trade.” Candy Business. 67
PERSONAL INTERVIEWS/CONVERSATIONS (Note: Some communications were interviews while others were conversations in person, via email or phone. Some were brief while others were ongoing over weeks or months.) Alves, Holly VT Artisan Coffee & Tea Waterbury VT February 20, 2008 Ayers, Jeffrey Saint Michael’s College Colchester VT January 21, 2008 Allison Lake Champlain Chocolates Burlington VT February 14, 2008 Averyt, William Saint Michael’s College Colchester VT January 7, 2008 Blanchett, Sylvia ForesTrade Brattleboro VT February 24, 2007 Bouton, Kathy Peace & Justice Store Burlington VT Jan – April 2008 Conroy, Michael TransFair USA Oakland CA March 31, 2008 Funkhouser, David TransFair USA Oakland CA Dec 07 - April 08 Guzzi, James TransFair USA Oakland CA March/April 2008 Landi, Matt City Market Burlington VT April 14, 2008 Macatonia, Steven Union Hand-Roasted London UK December 21, 2007 Méndez, Ernesto University of VT Burlington VT Aug 2007- May 2008 Moser, Michael University of VT Burlington VT January 25, 2008 Petchers, Seth Oxfam America Boston MA March 28, 2008 Peyser, Rick Green Mountain Coffee Waterbury VT February 20, 2008 Robinson, Phyllis Equal Exchange Bridgewater MA April 21, 2008 Saez, Hector Northwest Research Center Mt Vernon WA February 13, 2008 Stender, Sara Fair Trade Towns Initiative Asheville NC Oct 07 – April 08 Sutte, Matthew Fresh Coffee Now Burlington VT April 2 & 18, 2008 Tranchell, Sophi Divine Chocolate London, UK April 25, 2008 Warning, Mathew University of Puget Sound Tacoma WA February 12, 2008 68
Page 1 and 2:
The Challenges of Marketing Fair Tr
Page 3 and 4:
Acknowledgements The MSA graduate p
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
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• 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
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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: International Development). Gale. S
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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