ABSTRACT
The concept and practice of ‘fair trade’ has been developed mainly in relation to the production of foodstuffs and handicrafts and is often linked to aid programmes in developing countries. Examples include ‘CaféDirect’ coffee, organic chocolate and other foodstuffs and crafts goods produced by rural communities in southern countries, in collaboration with western aid agencies and charities (e.g. Oxfam, Traidcraft). The fair trade movement which is now established in Europe and North America, seeks to improve the working conditions, production and marketing of goods and services in these communities, through premium pricing, training and investment with the goal of minimising economic leakage, widening the distribution of economic benefits and guaranteeing price stability and more sustained income (Barratt Brown 1993). This is a response to the otherwise fickle price variations and trade, and poor working conditions and commercial exploitation, which can lead to commodification, mass production and in the case of tourism, over-development, mass tourism and an unsustainable destination ‘life cycle’.
