The number of distributors selling Fair Trade products is constantly increasing. What are their motivations to distribute Fair Trade products? How do they organise this distribution? Do they apply and communicate the Fair Trade values? This research, based on five case studies in Switzerland, aims at understanding and structuring the strategies and the managerial practices related to Fair Trade product distribution, as well as analysing if they denote an engagement with Fair Trade principles. The results show a high heterogeneity of (...) strategies and engagement. In general, strategies implemented by mainstream actors contribute to increase Fair Trade global sales but do not convey the transformative message of Fair Trade through their engagement. The latter is rather communicated through alternative channels. Problems and potential solutions to this issue are discussed. (shrink)

As concerns over the negative social and environmental impacts of industrial agriculture become more widespread, efforts to define and regulate sustainable agriculture have proliferated in the US. Whereas the USDA spearheaded previous efforts, today such efforts have largely shifted to Tripartite Standards Regimes (TSRs). Using a case study of the Leonardo Academy’s initiative to develop a US sustainable agriculture standard, this paper examines the standards-development process and efforts by agribusiness to influence the process. Specifically, we analyze how politics operate in (...) seemingly “depoliticized” TSRs, and how agribusiness and the USDA use “framing practices” and procedural complaints to influence the standard-development process. We contend that although governance mechanisms are a potentially powerful tool for advocates of alternative agrifood, their efficacy may be constrained by science-based requirements, an agribusiness countermovement, and a captured state. (shrink)

Originally created by the international peasant movement La Vía Campesina, the concept of “food sovereignty” is being used with increasing frequency by agrifood activists and others in the Global North. Using the analytical lens of framing, I explore the effects of this diffusion on the transformative potential of food sovereignty. US agrifood initiatives have recently been the subject of criticism for their lack of transformative potential, whether because they offer market-based solutions rather than demanding political ones or because they fail (...) to adequately address existing social injustice. In this paper, I consider how food sovereignty measures up to this critique both as it was originally framed by Vía Campesina and as it is being reframed for the US context. First I briefly compare food sovereignty to community food security (CFS), which was developed more explicitly for the North American context and has been criticized for its lack of transformative potential. I then explore how the potential of food sovereignty has been affected as it is reframed to resonate with US audiences through an examination of its use on the web sites of US-based organizations. I find that, while some reframing of the concept to highlight consumer choice does seem to be occurring, it remains a primarily political concept. It may not, however, be fulfilling its potential for addressing social injustice in the US agrifood system because it tends to be used either in reference to international issues or, when applied to the US context, treated as a rough synonym for local control. I conclude that, if advocates can successfully guide the reframing process, food sovereignty could serve as a valuable counter-hegemonic vision to complement the more pragmatic and locally-grounded work of CFS advocates. (shrink)

Third-party certification is an increasingly prevalent tactic which agrifood activists use to “help” consumers shop ethically, and also to reorganize commodity markets. While consumers embrace the chance to “vote with their dollar,” academics question the potential for labels to foster widespread political, economic, and agroecological change. Yet, despite widespread critique, a mounting body of work appears resigned to accept that certification may be the only option available to activist groups in the context of neoliberal socio-economic orders. At the extreme, Guthman (...) (Antipode 39(3): 457, 2007) posits that “at this political juncture… ‘there is no alternative.” This paper offers a different assessment of third-party certification, and points to interventions that are potentially more influential that are currently available to activist groups. Exploring the evolution of the Non-GMO Project—a novel certification for foods that are reasonably free of genetically engineered (GE) material—I make two arguments. First, I echo the literature’s critical perspective by illustrating how certification projects become vulnerable to industry capture. Reviewing its history and current context, I suggest that the Non-GMO Project would be better suited to helping companies avoid mounting public criticism than to substantially reorient agrifood production. Second, I explore the “politics of the possible” in the current political economy and argue that while neoliberalization and organizers’ places within the food system initially oriented the group towards the private sector, the choice to pursue certification arose directly from two industry partnerships. Consequently, current trends might favor market mechanisms, but certification is only one possible intervention that has emerged as a result of particular, and perhaps avoidable, circumstances. The article offers tentative delineation of alternatives ways that activists might intervene in agrifood and political economic systems given present constraints. (shrink)

The growing availability and consumption of Fairtrade products is recognised as one of the most widespread ethically inspired market developments, and as an example of activist-driven change within the wider marketing system. The Fairtrade Towns movement, now operating in over 1700 towns and cities globally, represents a comparatively recent extension of Fairtrade marketing driven by local activists seeking to promote positive change in production and consumption systems. This paper briefly explores the conventional framing of the role that ethically related activism (...) plays in the operation of markets and in influencing market participants. It then presents key insights gathered from a grounded theory exploration of Fairtrade Towns as activist-driven marketing systems, revealing the atypical nature of the activism involved. The findings demonstrate how local activists leverage their social networks to exert pressure and generate support to promote ethical consumption. The study suggests that Fairtrade Towns offer a new role for activists as Fairtrade itself becomes more mainstream, and considers the role they are fulfilling as ‘informal’ local marketers. The marketing dynamics revealed represent a complex and distinctive form of relational activism that seeks to build Fairtrade markets and highlight their positive benefits, with potential lessons for other local ethical market-building efforts in future. (shrink)

In March of 2012, following a robust activist campaign, Arysta LifeScience withdrew the soil fumigant methyl iodide from the US market, just a little over a year after it had finally been registered for use in California. As a major part of the campaign against registration of the chemical, over 53,000 people, ostensibly acting as citizens rather than consumers, wrote public comments contesting the use of the chemical for its high toxicity. Although these comments had marginal impact on the outcome (...) of the case, these comments are of interest for what they say about public action at a time when efforts to address food and agricultural issues have been dominated by “voting with your fork.” Based on a qualitative textual analysis of approximately 3500 representative comments made available to us, we show that many of those taking action did not abandon consumer subjectivities associated with neoliberal governmentality. By threatening “personal boycotts,” some were acting in their capacity as individual consumers; in invoking their own and their children’s health many more were also acting on behalf of consumers, despite that the chemical in question is applied before strawberries are planted and thus leaves no residues. The emphasis that letter writers gave to their own bodies reinforces the idea that some bodies count more than others and thus reveals a biopolitical sorting. Having consumer lives matter is consequential in light of evidence that consumer concern about pesticides has historically led to formulations and regulations more protective of consumers than workers and neighbors. (shrink)

This paper examines two issues related to research of certified fair trade goods. The first is the question of how agendas for fair trade research should be developed. The second issue is the existence of major gaps in the fair trade literature, including the study of the particular features of fair trade practice in individual northern countries. In taking up the first of these issues, the paper proposes that normative analysis should provide the basis for developing research agendas. Such an (...) approach is important to ensure that the necessary types of questions to make normative judgments and policy decisions are posed and that biases that tend to favor mainstreaming practices in the generation of knowledge are minimized. The paper addresses the second research issue by examining the development of research agendas at the level of individual countries, using Canada as a case. (shrink)

At the same time as fair trade certified products are capturing an increasing market share, a growing number of scholars and practitioners are raising serious questions about who benefits from certification. Through a critique of north–south narratives, this paper draws on contemporary themes in fair trade scholarship to draw out different ways of thinking about fair trade outside of the dichotomous north–south framing. I argue that, through the creation of fair trade subjects of the “global north” and “global south,” certification (...) has normalized and naturalized dichotomous power relations. The primary concern of this paper is to demonstrate the problems with situating certification and scholarship in the north–south binary and to push examination toward a more nuanced analysis of how certification and development are shaped in-place. This intervention is important for assisting with stepping away from long-standing debates regarding the effectiveness of certification, and additionally in contributing to critical thinking on economic development more broadly. (shrink)

Fair trade banana farming in the Windward Islands of the Caribbean has emerged since the late 1990s in response to a crisis. Rulings by the World Trade Organization ended a longstanding trade dispute between the US and the EU by eliminating a system of preferential access of Windward Island bananas to the UK market. What followed was a period of rapid decline in banana exports from these small islands and a widespread abandonment of banana cultivation. Those banana farmers who remain (...) are now primarily fair trade producers. Fair trade banana production in the Windward Islands can thus be conceived as a survival strategy that farmers have developed in response to a particular instance of neoliberal globalization. The paper considers this response especially in the context of recent fieldwork on the island of St. Vincent. In light of contributions by several scholars who have drawn upon the work of Polanyi to understand both fair trade and resistance to neoliberalism, fair trade banana production in the Windward Islands appears significant not only as a local survival strategy, but also as part of a larger countermovement that resists neoliberal globalization. (shrink)

This paper analyzes the possibilities and challenges of Fair Trade certification as a movement seeking to improve the well-being of small-scale coffee growers and coffee laborers in the global South. Six months of fieldwork was conducted in 2005–2006 to study the roles of a wide range of farmers, laborers, cooperative administrators, and export companies in Fair Trade coffee production and trade in Nicaragua. The results of our evaluation of the ability of Fair Trade to meet its objectives indicate that Fair (...) Trade’s opportunities to provide a significant price premium for participating farmers largely depend on world coffee prices in mainstream markets. While Fair Trade has promoted premiums for social development for participating producers and strengthened the institutional capacities of the cooperatives involved, its ability to enhance significantly the working conditions of hired coffee laborers remains limited. (shrink)

Sales in supermarkets have contributed greatly to growth in Fairtrade, but the literature suggests there may be tensions between Fairtrade principles and the commercial practices which characterise UK supermarket value chains. This article explores these tensions through an analysis of supermarket value chains for Fairtrade coffee, cocoa, bananas and fresh fruit. It finds considerable variation in UK supermarket approaches in terms of scale and scope of commitment to Fairtrade and in the nature of relationships with Fairtrade suppliers. In some cases (...) supermarket involvement has the potential both to expand and deepen the impact of Fairtrade, whereas in others it threatens to undermine the ability of Fairtrade to support long-term processes of development. The findings indicate that a more nuanced approach to supermarket Fairtrade is required, with recommendations for actions that could be taken to maximise the opportunities and minimise the risks. (shrink)

This paper examines two issues related to research of certified fair trade goods. The first is the question of how agendas for fair trade research should be developed. The second issue is the existence of major gaps in the fair trade literature, including the study of the particular features of fair trade practice in individual northern countries. In taking up the first of these issues, the paper proposes that normative analysis should provide the basis for developing research agendas. Such an (...) approach is important to ensure that the necessary types of questions to make normative judgments and policy decisions are posed and that biases that tend to favor mainstreaming practices in the generation of knowledge are minimized. The paper addresses the second research issue by examining the development of research agendas at the level of individual countries, using Canada as a case. (shrink)

This paper advances critical Fair Trade literature by exploring reasons for and lessons from uneven and unequal lived experiences of Fairtrade certification. Fieldwork was conducted in 2007 and 2008 to explore views and develop interpretations from various actors directly and indirectly participating in a Fairtrade certified sugar organization in Malawi. By exploring an embedded social and political context in a production place, and challenging assumptions and expectations of a Fair Trade community empowerment approach, research reveals intended and unintended consequences since (...) certification. Findings propose lessons to adopt more nuanced understandings of place and context in Fair Trade approaches to facilitate more balanced community empowerment outcomes. (shrink)

Economic opportunities and the status of women are mediated by socio-political structural factors, as well as cultural-specific norms and patterns of behavior. As consumers (and, in many cases, regulators) of resources at the household level, women are integral to the analysis of economic and political development. This paper examines the role of motivation and perception on women’s participation in Palestinian Fair Trade projects. In the occupied Palestinian Territories, Fair Trade projects have been recently introduced by both international agencies and local (...) Palestinian associations as means through which women can earn income, participate in cooperative leadership, and engage at economic and political levels. Current scholarship largely focuses on measuring outcomes of Fair Trade initiatives or the experiences of members after the implementation of a project. However, there is less understanding about factors influencing the recruitment and retention of members into these initiatives. This ethnographic account explores both the motivations of members to join several couscous (maftoul) Fair Trade cooperatives and the members’ understanding Fair Trade goals and the cooperative structure. We examine four Palestinian women’s maftoul cooperatives and their unique challenges and opportunities. This project highlights the lack of detail most women have about the global Fair Trade market, which has a potential to result in decreased recruitment and retention rates. This paper also examines the tensions between product quality and market demands existing within couscous cooperatives and the competing demands of child-care needs, household pressures, and military restrictions on Palestinian movement enforced by the Israeli military within the occupied Palestinian Territories. (shrink)

This article situates the analysis of fair-trade consumption in the context of debates about civic activism and political participation. It argues that fair-trade consumption should be understood as a political phenomenon, which, through the mediating action of organizations and campaigns, makes claims on states, corporations, and institutions. This argument is made by way of a case study of Traidcraft, a key player in the fair-trade movement in the United Kingdom. The study focuses on how Traidcraft approaches and enrolls its supporters.

There has been tremendous growth in the sales of certified fair trade products since the introduction of the first of these goods in the Netherlands in 1988. Many would argue that this rapid growth has been due in large part to the increasing involvement of corporations. Still, participation by corporations in fair trade has not been welcomed by all. The basic point of contention is that, while corporate participation has the potential to rapidly extend the market for fair trade goods, (...) it threatens key aspects of what many see as the original vision of fair trade – most notably a primary concern for the plight of small producers and the goal of developing an alternative approach to trade and development – and may even be undermining its long-term survival. The primary purpose of this article is to explore the normative issues involved in corporate participation in fair trade. In order to do that, however, it first provides a positive analysis of how corporations are actually involved in fair trade. In order to achieve both of these ends, the article draws upon global value chain analysis. (shrink)

Concerns about the unsustainability of the conventional food system have brought attention to so called alternative food networks, which are widely thought to be more sustainable. However, claims made about AFNs’ sustainability have been subject to a range of criticisms. Some of them present counterevidence, while others have pointed to problematic underlying features in the academic literature and popular discourse that may hamper our understanding of AFNs’ sustainability. Considering these criticisms, together with the fact that the literature often addresses a (...) specific type of AFN or a specific sustainability-related issue, it is hard to form a clear overall picture of the sustainability promise of AFNs. In this article, we seek to contribute to a clearer understanding of this promise through a structured review, focusing on links between AFN characteristics and sustainability. Through an analysis of AFN conceptualizations reflected in the literature, we identify and consolidate their key characteristics. We then synthesize claims of how these characteristics may translate into sustainability, finding a wide range of potential direct and indirect impacts. Examining these from different angles, we find that the sustainability promise of AFNs found in these claims is qualified by the presence of potentially unaddressed issues, by criticisms regarding for example the evidence base of the assumed impacts and their power in addressing sustainability, and by considerations of how these impacts might play out in actual, real-life food networks. Indirect impacts of learning and participation may be highly significant for sustainability. We conclude with recommendations for research and practice. (shrink)