Mainstreaming Fairtrade: Risk or Opportunity for Kenyan Tea Producers?

Dolan, Catherine (2008) Mainstreaming Fairtrade: Risk or Opportunity for Kenyan Tea Producers? The Retail Digest, Summer. pp. 18-23.

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Abstract

Fairtrade has become one of the most significant market-based initiatives to reduce the poverty and vulnerability of producers in developing countries. yet with the increasing participation of global food giants and retailers such as McDonalds, Nestle, Kraft, Tesco, and Sainsbury in Fairtrade marketing, new questions are emerging about the extent to which Fairtrade is actually "guaranteeing a better deal for third-world producers". Recent research suggests that this process of mainstreaming may threaten the founding mission of Fairtrade, and undermine the principles of partnership and empowerment it aspires to achieve (Smith, 2008; Raynolds, 2007; Sexsmith, 2008). In this article, I examine some of the challenges posed by the growing commercialisation of Fairtrade through a case study of Fairtrade tea in Kenya.

Item Type: Article
Keywords: Fairtrade; Tea Industry; Empowerment
Subject(s): Retail
Centre: Oxford Institute of Retail Management
Faculty of Marketing
Date Deposited: 26 Feb 2012 20:48
Last Modified: 23 Oct 2015 14:07
URI: http://eureka.sbs.ox.ac.uk/id/eprint/2787

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