Fairtrade has established itself as a distinct phenomenon in global consumerism. Buying Fairtrade products is presented as a way of both minimizing harm and promoting the well-being of poor farmers in developing countries. Fairtrade has thus come to be perceived as a moral imperative transcending mere subjective taste and preference. Fairtrade aims to protect small producers against price volatility and inadequate incomes as well as to provide community benefits such as health care and education. It targets the demand of ethically minded shoppers who aspire to help limit and perhaps even overcome some of the harms and inequalities associated with more conventional forms of modern exchange and consumption. Fairtrade presents itself as humanizing globalization.
This article in the European Financial Review previews the forthcoming book The Processes and Practices of Fairtrade: trust, ethics and governance, edited by Brigitte Granville and Janet Dine and published by Routledge in 2013.Read more.