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Placing Ethical Trade in Context: and the South African wine industry

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  • Cheryl McEwan
  • David Bek

Abstract

How ethical trade develops in specific ways in particular national-institutional and historical contexts remains largely unexamined. This paper analyses approaches to ethical trade in the South African wine industry through a case study of the Wine and Agricultural Ethical Trade Association (wieta). It examines factors influencing wieta, including the legacies of colonialism and apartheid, its relationship with post-apartheid restructuring and legislation, and the role of international retailers. wieta's impact within the wine industry, stakeholder perceptions, and improvements in on-farm standards are explored. The paper illustrates how these impacts are mediated by political and economic factors operating at various scales, and by the contradictions of improving working conditions within free market globalisation. Within these broader contexts, it argues that expectations of wieta are unrealistic and its role in transformation widely misunderstood. Instead, ethical trade initiatives need to be understood within their spatial, institutional, and historical contexts so as not to overestimate and undervalue their contribution to socioeconomic transformation.

Suggested Citation

  • Cheryl McEwan & David Bek, 2009. "Placing Ethical Trade in Context: and the South African wine industry," Third World Quarterly, Taylor & Francis Journals, vol. 30(4), pages 723-742.
    • Handle: RePEc:taf:ctwqxx:v:30:y:2009:i:4:p:723-742
    DOI: 10.1080/01436590902867144
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    Cited by:

    1. Omamuyovwi Gbejewoh & Saskia Keesstra & Erna Blancquaert, 2021. "The 3Ps (Profit, Planet, and People) of Sustainability amidst Climate Change: A South African Grape and Wine Perspective," Sustainability, MDPI, vol. 13(5), pages 1-23, March.
    2. Agatha Herman, 2014. "Are We There Yet? Exploring Empowerment at the Microscale in the South African Wine Industry," Environment and Planning A, , vol. 46(8), pages 1927-1945, August.
    3. Matthew Alford & Margareet Visser & Stephanie Barrientos, 2021. "Southern actors and the governance of labour standards in global production networks: The case of South African fruit and wine," Environment and Planning A, , vol. 53(8), pages 1915-1934, November.

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