Abstract

The caselet describes how an increasing number of consumers were buying products with the Fairtrade mark, which guaranteed fair and stable prices to producer co-operatives, plus decent working conditions for workers. With the increasing demand from consumers for Fairtrade marked products, corporates like Tesco, Starbucks, etc., too started selling Fairtrade-marked products.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Evolution of consumers into those sensitive to the need of social and economic equity in the marketplace
• How organizations are trying to remove inequalities in trade
• and Pressure on corporates to be more equitable in their trading.

Keywords

Fairtrade mark, Oxfam, Fairness in trade, Fairtrade movement, Cafédirect, Tesco, Starbucks, Costa Coffee, Rainforest Alliance and Kraft