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The Fairtrade movement: Six lessons for the organics sector

Paull, John (2011) The Fairtrade movement: Six lessons for the organics sector. Proceedings of the Third Scientific Conference of ISOFAR, 2, pp. 317-320.

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Document available online at: http://www.isofar.org


Fairtrade retail sales increased by 12.1% in the UK while organics sales decreased by 12.9% in 2009. This paper examines the lessons that the organics sector might usefully draw from the successful experiences of the Fairtrade movement. Three lessons of exposition and three lessons of engagement are identified. Fairtrade has a common logo across markets, typically there is a narrative, and the provenance of the ingredients is stated. Fairtrade has successfully extended its branding to engage with places and educational and faith communities, and to publicly acknowledge such engagements. There are 500 Fairtrade Towns in the UK, along with 118 Fairtrade universities, a diversity of faith communities including over 6000 Fairtrade churches, and over 4000 UK schools are registered in the Fairtrade Schools Scheme.

EPrint Type:Journal paper
Keywords:organic agriculture, certification, logos, social engagement, Max Havelaar.
Subjects:"Organics" in general
Values, standards and certification
Food systems
Knowledge management
Research affiliation: International Conferences > 2011: IFOAM OWC: 3rd ISOFAR Scientific Conference
UK > Univ. Oxford
Deposited By: Paull, Dr John
ID Code:19527
Deposited On:15 Nov 2011 18:04
Last Modified:15 Nov 2011 18:04
Document Language:English
Refereed:Peer-reviewed and accepted

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