Where now for fair trade?

Bob Doherty, Iain A. Davies, Sophi Tranchell

OAI: oai:purehost.bath.ac.uk:openaire_cris_publications/f5642e31-2b72-416c-85dd-7e0f89e4ddd7 • DOI: https://doi.org/10.1080/00076791.2012.692083

This paper critically examines the discourse surrounding fair trade mainstreaming, and discusses the potential avenues for the future of the social movement. The authors have a unique insight into the fair trade market having a combined experience of over 30 years in practice and 15 as fair trade scholars. The paper highlights a number of benefits of mainstreaming, not least the continued growth of the global fair trade market (tipped to top $7bn in 2012). However, the paper also highlights the negative consequences of mainstreaming on the long-term viability of fair trade as a credible ethical standard.

sustainability Fair trade Mainstreaming fair trade organisations supermarket retailers multinational corporations co-optation Dilution fair-washing