The Challenges of Marketing Fair Trade - Wynne, Sandy

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5) Domestic Fair Trade 30 6) Is Fair Trade really fair? 32 CHAPTER 3: Addressing Fair Trade Marketing Challenges 35 A) Addressing Confusion 35 1) Terminology and Multiple Labels 35 2) Brand Positioning 37 B) Addressing Awareness, Availability and Accessibility 38 1) Awareness 38 2) Availability 41 3) Accessibility 44 C) Addressing Controversies 44 1) Mainstreaming 44 2) Selling Out 46 3) Anti-Free trade 48 4) Halo Effect or Fairwashing 49 5) Domestic Fair Trade 50 6) Is Fair Trade really fair? 50 CHAPTER 4: Conclusions and Recommendations 52 CHAPTER 5: Future Research Areas 60 REFERENCES 61 PERSONAL INTERVIEWS/CONVERSATIONS 68 APPENDIX A: Acronyms 69 APPENDIX B: Logos 72
APPENDIX C: Traditional v Fair Trade Pricing Chain 75 APPENDIX D: U.S. Fair Trade Marketing Material 76 APPENDIX E: UK Fair Trade Marketing Material 77 APPENDIX F: Product Marketing Examples 78 APPENDIX G: FTC Flower Display for Retailers 79 APPENDIX H: Mailing List for Retailers’ Survey 80 APPENDIX I: Cover Letter for Retailers’ Survey 82 APPENDIX J: Retailers’ Survey Questions and Responses 83 APPENDIX K: TransFair USA Notes to Financial Statements 87
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: Table of Contents Executive Summary
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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The Challenges of Marketing Fair Trade - Wynne, Sandy

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