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Mainstreaming Fair Trade Coffee: From Partnership to Traceability

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  • Raynolds, Laura T.
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    Abstract

    Summary This article analyzes the recent growth of Fair Trade and the mainstreaming of this previously alternative arena. Focusing on coffee, I identify a continuum of buyers ranging from "mission-driven" enterprises that uphold alternative ideas and practices based on social, ecological, and place-based commitments, to "quality-driven" firms that selectively foster Fair Trade conventions to ensure reliable supplies of excellent coffee, to "market-driven" corporations that largely pursue commercial/industrial conventions rooted in price competition and product regulation. Using a commodity network approach, my analysis illuminates the impacts of diverse buyer relations on producer groups and how relations are in some cases shifting from partnership to traceability.

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    Bibliographic Info

    Article provided by Elsevier in its journal World Development.

    Volume (Year): 37 (2009)
    Issue (Month): 6 (June)
    Pages: 1083-1093

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    Handle: RePEc:eee:wdevel:v:37:y:2009:i:6:p:1083-1093

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    Web page: http://www.elsevier.com/locate/worlddev

    Related research

    Keywords: Fair Trade coffee commodity networks certification Latin America;

    References

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    1. Giovannucci, Daniele & Ponte, Stefano, 2005. "Standards as a new form of social contract? Sustainability initiatives in the coffee industry," Food Policy, Elsevier, vol. 30(3), pages 284-301, June.
    2. Muradian, Roldan & Pelupessy, Wim, 2005. "Governing the coffee chain: The role of voluntary regulatory Systems," World Development, Elsevier, vol. 33(12), pages 2029-2044, December.
    3. C. Dolan & J. Humphrey, 2000. "Governance and Trade in Fresh Vegetables: The Impact of UK Supermarkets on the African Horticulture Industry," Journal of Development Studies, Taylor & Francis Journals, vol. 37(2), pages 147-176.
    4. Ponte, Stefano, 2002. "The 'Latte Revolution'? Regulation, Markets and Consumption in the Global Coffee Chain," World Development, Elsevier, vol. 30(7), pages 1099-1122, July.
    5. Tad Mutersbaugh, 2002. "The number is the beast: a political economy of organic-coffee certification and producer unionism," Environment and Planning A, Pion Ltd, London, vol. 34(7), pages 1165-1184, July.
    6. Raynolds, Laura T., 2004. "The Globalization of Organic Agro-Food Networks," World Development, Elsevier, vol. 32(5), pages 725-743, May.
    7. Laura Raynolds & Douglas Murray & Andrew Heller, 2007. "Regulating sustainability in the coffee sector: A comparative analysis of third-party environmental and social certification initiatives," Agriculture and Human Values, Springer, vol. 24(2), pages 147-163, June.
    8. Laura T. Raynolds & Douglas Murray & Peter Leigh Taylor, 2004. "Fair trade coffee: building producer capacity via global networks," Journal of International Development, John Wiley & Sons, Ltd., vol. 16(8), pages 1109-1121.
    9. Elizabeth Barham, 2002. "Towards a theory of values-based labeling," Agriculture and Human Values, Springer, vol. 19(4), pages 349-360, December.
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    Cited by:
    1. Barham, Bradford L. & Callenes, Mercedez & Gitter, Seth & Lewis, Jessa & Weber, Jeremy, 2011. "Fair Trade/Organic Coffee, Rural Livelihoods, and the "Agrarian Question": Southern Mexican Coffee Families in Transition," World Development, Elsevier, vol. 39(1), pages 134-145, January.
    2. Daniel Jaffee, 2010. "Fair Trade Standards, Corporate Participation, and Social Movement Responses in the United States," Journal of Business Ethics, Springer, vol. 92(2), pages 267-285, April.
    3. Vivien Blanchet, 2011. "The two faces of Janus: a postcolonial problematization of the fair trade ambivalence," Post-Print halshs-00676060, HAL.
    4. Benjamin Huybrechts & Darryl Reed, 2010. "Introduction: “Fair Trade in Different National Contexts”," Journal of Business Ethics, Springer, vol. 92(2), pages 147-150, April.
    5. Darryl Reed & Bob Thomson & Ian Hussey & Jean-Frédéric LeMay, 2010. "Developing a Normatively Grounded Research Agenda for Fair Trade: Examining the Case of Canada," Journal of Business Ethics, Springer, vol. 92(2), pages 151-179, April.
    6. Grimm, Jörg H. & Hofstetter, Joerg S. & Sarkis, Joseph, 2014. "Critical factors for sub-supplier management: A sustainable food supply chains perspective," International Journal of Production Economics, Elsevier, vol. 152(C), pages 159-173.
    7. Kiemen, Anna & Beuchelt, Tina, 2010. "Certification as an upgrading strategy for small-scale farmers and their cooperatives : a value chain analysis for Nicaraguan coffee," Research in Development Economics and Policy (Discussion Paper Series) 122652, Universitaet Hohenheim, Department of Agricultural Economics and Social Sciences in the Tropics and Subtropics.
    8. Martha McMahon, 2013. "What Food is to be Kept Safe and for Whom? Food-Safety Governance in an Unsafe Food System," Laws, MDPI, Open Access Journal, vol. 2(4), pages 401-427, October.
    9. Vincent Terstappen & Lori Hanson & Darrell McLaughlin, 2013. "Gender, health, labor, and inequities: a review of the fair and alternative trade literature," Agriculture and Human Values, Springer, vol. 30(1), pages 21-39, March.
    10. Elisabeth Nindl, 2014. "An empirical assessment of Fairtrade: A perspective for low- and middle-income countries?," Department of Economics Working Papers wuwp160, Vienna University of Economics, Department of Economics.
    11. Gaëlle Balineau & Ivan Dufeu, 2010. "Are Fair Trade Goods Credence Goods? A New Proposal, with French Illustrations," Journal of Business Ethics, Springer, vol. 92(2), pages 331-345, April.
    12. Hannes Koppel & Günther Schulze, 2013. "The Importance of the Indirect Transfer Mechanism for Consumer Willingness to Pay for Fair Trade Products—Evidence from a Natural Field Experiment," Journal of Consumer Policy, Springer, vol. 36(4), pages 369-387, December.
    13. Rommel Salvador & Altaf Merchant & Elizabeth Alexander, 2014. "Faith and Fair Trade: The Moderating Role of Contextual Religious Salience," Journal of Business Ethics, Springer, vol. 121(3), pages 353-371, May.
    14. Balineau, Gaëlle, 2013. "Disentangling the Effects of Fair Trade on the Quality of Malian Cotton," World Development, Elsevier, vol. 44(C), pages 241-255.
    15. Lindsay Naylor, 2014. "“Some are more fair than others”: fair trade certification, development, and North–South subjects," Agriculture and Human Values, Springer, vol. 31(2), pages 273-284, June.
    16. Bitzer, Verena, 2012. "Partnering for Change in Chains: the Capacity of Partnerships to Promote Sustainable Change in Global Agrifood Chains," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 15(B).
    17. Elder, Sara D. & Zerriffi, Hisham & Le Billon, Philippe, 2012. "Effects of Fair Trade Certification on Social Capital: The Case of Rwandan Coffee Producers," World Development, Elsevier, vol. 40(11), pages 2355-2367.

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