ABSTRACT
This chapter outlines key strategic choices, tensions and dilemmas with which Solidaridad has been confronted in its efforts to mainstream fair trade. These reflections are based on an evaluation that people undertook in mid-2006 for Solidaridad's Dutch-funded Mainstreaming of Fair Trade programme. In the current mainstreaming phase, new business models and alliances play a central role. The marketing of fairly traded products occurs through ever more diverse channels, and thus there is greater emphasis on product quality and branding. Solidaridad sees itself as a catalyst, contributing to a societal climate in Europe, and the Netherlands in particular, that is more favourable to concepts like responsible entrepreneurship and the Triple P. Solidaridad launched the Max Havelaar Coffee trademark in 1986, creating a mechanism that enabled producers to get a fair price for their coffee. This made it possible for coffee retailers to work on corporate social responsibility and gave consumers a choice to buy fair trade coffee in supermarkets.
