Certification and labeling initiatives that seek to enhance environmental and social sustainability are growing rapidly. This article analyzes the expansion of these private regulatory efforts in the coffee sector. We compare the five major third-party certifications – the Organic, Fair Trade, Rainforest Alliance, Utz Kapeh, and Shade/Bird Friendly initiatives – outlining and contrasting their governance structures, environmental and social standards, and market positions. We argue that certifications that seek to raise ecological and social expectations are likely to be increasingly challenged (...) by those that seek to simply uphold current standards. The vulnerability of these initiatives to market pressures highlights the need for private regulation to work in tandem with public regulation in enhancing social and environmental sustainability. (shrink)

An outline of a theory ofvalues-based labeling as a social movementargues that it is motivated by the need tore-embed the agro-food economy in the largersocial economy. A review of some basic premisesof embeddedness theories derived from the workof Karl Polanyi reveals their connection toparticular values-based labeling efforts. Fromthis perspective, values-based labelingpresents itself as primarily an ethical andmoral effort to counter unsustainable trendswithin presently existing capitalism. Theselabels distinguish themselves from ordinarycommercial labels by a focus on processand on quality. Evaluating thetransformative potential (...) and progressive natureof values-based labeling poses a key challenge.One avenue for gauging this potential isconventions theory. This approach can beadapted to consider the decision makingprocesses that go on within values-basedlabeling groups, as well as consumer decisionmaking based on such labels, as instances ofwhat is termed a politics of ethical judgment.The conclusion emphasizes the need for moreresearch in this area and suggests how it couldbe furthered. (shrink)

The Fair Trade movement seeks to alter conventional trade relations through a system of social and environmental standards, certification, and labels designed to help shorten the social distance between consumers in the North and producers in the South. The strategy is based on working both ‘in and against’ the same global capitalist market that it hopes to alter, raising questions about if and how Fair Trade initiatives exhibit counter-hegemonic potential to transform the conventional agro-food system. This paper considers the multiple (...) levels at which Fair Trade alternatives operate to identify the different forms of social action that the movement engages with, and to clarify where the movement’s counter-hegemonic potentials are being realized. I suggest the Fair Trade movement is most successful in encouraging consumers and producers to commit acts of resistance and in supporting redistributive action that shifts resources from North to South. Up to now, however, Fair Trade alternatives appear to hold only a theoretical potential to provoke transformative change in the agro-food system. A reconceptualization of the Fair Trade model and how it is implemented could allow it to manifest more of its implicit, oppositional promise. (shrink)