chapter  7
22 Pages

Fair Trade: Buying and Selling Consumer Trust

Only 50 years passed from the time when volunteers in the US began selling handicrafts produced by Mexican poor in the 1940s to the development of professional fair trade-labelling organizations involved in worldwide fair trade production and commercialization worth over @3 billion. Fair trade has transformed from a marginal initiative into an important alternative standard in global food trade. As both a standard and a certification scheme, the explicit intent of fair trade is to contribute to more equitable or ‘fair’ relationships in the global food market. Smallholder producers in developing countries are supported to increase their share of the commodity price and secure their position in the marketing channel.