The development of the certified Fair Trade market was initiated by a group of indigenous communities in Mexico. Over time, their vision of Fair Trade as a different type of market has become increasingly marginalized by an emphasis on poverty reduction. This article presents their understanding of what Fair Trade should and should not be. It presents the key principles of the Fair Trade market as effectiveness, ecological sustainability, social sustainability, and more direct producer-consumer relationships. The key challenges that confront (...) Fair Trade in living up to these principles are the need to democratize the formal structures of Fair Trade so as to give a greater voice to small producers and to link with other social movements to confront the dominant neo-liberal trade regime. (shrink)

Fair trade banana farming in the Windward Islands of the Caribbean has emerged since the late 1990s in response to a crisis. Rulings by the World Trade Organization ended a longstanding trade dispute between the US and the EU by eliminating a system of preferential access of Windward Island bananas to the UK market. What followed was a period of rapid decline in banana exports from these small islands and a widespread abandonment of banana cultivation. Those banana farmers who remain (...) are now primarily fair trade producers. Fair trade banana production in the Windward Islands can thus be conceived as a survival strategy that farmers have developed in response to a particular instance of neoliberal globalization. The paper considers this response especially in the context of recent fieldwork on the island of St. Vincent. In light of contributions by several scholars who have drawn upon the work of Polanyi to understand both fair trade and resistance to neoliberalism, fair trade banana production in the Windward Islands appears significant not only as a local survival strategy, but also as part of a larger countermovement that resists neoliberal globalization. (shrink)

The certification-based Fair Trade initiative has been steadily growing during the last two decades. While many scholars have analyzed its main characteristics and developments, only a few have assessed it against a concept of justice. And those exceptional cases have only focused on distributive justice, proving unable to grasp the important ethical elements that Fair Trade integrates in its project. In reaction to this, this article intends to critically examine what the Fair Trade movement proposes to be ‘fair’ by resorting (...) to the thought of the French philosopher Emmanuel Lévinas. To accomplish this goal, a new understanding of his conception of justice is presented, one that seeks to overcome the limitations that the two most common interpretations in the literature suffer. The idea of Lévinas’ ‘dialectics of justice’ is used to discuss Fair Trade’s relation of alterity, its appropriation of the notion of ‘face’ and its commitment to and responsibility for marginalized producers and workers. This analysis shows that Fair Trade operates with what could be described as a fetishized understanding of Levinasian ethics that justifies a deeply unjust praxis. (shrink)

Farmers’ markets are a relatively recent phenomenon in Prague, Czechia. The first of them was opened in the autumn of 2009, but the real boom started in the spring/summer of 2010. The survey introduced in this paper is concerned with the study of alternative food networks and farmers’ markets. It offers the results of methodological triangulation based on: (1) the data obtained via the questionnaire survey, (2) market organizers’ reflections on the customer structure, motivation for shopping at farmers’ markets and (...) the question of social exclusivity of farmers’ markets in Prague as revealed in interviews, and (3) the field notes from the participant observation at the markets under study. The results show that farmers’ markets are emerging all around Prague in localities of different social status, so the poorer citizens are not necessarily excluded from the access to markets. The differences between markets, in terms of size, range of goods, and term seem to follow the inner city/hinterlands divide rather than the socio-spatial differentiation of the city. New consumer patterns clearly result from the cultural environment, specific context, and also from the different development path of the post-socialist consumer society. (shrink)

Amid the many food safety scandals that have erupted in recent years, Chinese food activists and consumers are turning to the creation of alternative food networks to ensure better control over their food. These Chinese AFNs have not been documented in the growing literature on food studies. Based on in-depth interviews and case studies, this paper documents and develops a typology of AFNs in China, including community supported agriculture, farmers’ markets, buying clubs, and recreational garden plot rentals. We unpacked the (...) four standard dimensions of alternativeness of AFNs into eight elements and used these to examine the alternativeness of AFNs in China. We argue first that the landscape of alternativeness varies among different networks but the healthfulness of food is the most prominent element. Second, there is an inconsistency in values between AFN initiators and customers, which contributes to the uneven alternativeness of Chinese AFNs. Third, Chinese AFNs are strongly consumer driven, a factor that constrains their alternativeness at present. The inclusion of “real” peasants in the construction of AFNs in China is minimal. This paper adds to the existing literature on AFNs with an analysis of recent initiatives in China that have not been well documented before. By unpacking the dimensions of alternativeness into specific elements, this paper also provides an analytical framework for examining the alternativeness of AFNs especially nascent ones that have not developed a full spectrum of alternativeness. (shrink)

Much of the attention by social scientists to the rapidly growing organic agriculture sector focuses on the benefits it provides to consumers (in the form of pesticide-free foods) and to farmers (in the form of price premiums). By contrast, there has been little discussion or research about the implications of the boom in organic agriculture for farmworkers on organic farms. In this paper, we ask the question: From the perspective of organic farmers, does “certified organic” agriculture encompass a commitment to (...) “sustainability” that prioritizes social goals? Specifically, we aim to broaden our understanding of the relationship between social sustainability and organic agriculture by drawing attention to issues affecting farmworkers, whose labor and contribution tends to elude most discussions of organic agriculture. We present findings from a survey of organic farmers in California about the possible incorporation of social standards into organic certification criteria. Our findings suggest that, at best, lukewarm support for social certification within organic agriculture exists among certified organic farmers in California. They also question expectations that organic agriculture necessarily fosters social or even economic sustainability for most of the farmers and farmworkers involved. However, we also find exceptions to the patterns evidenced in our survey. In-depth interviews with select organic farmers demonstrate that there are individuals whose practices are atypical and demonstrate that, under some circumstances, an organic production system can be at once environmentally, economically, and socially sustainable. (shrink)

The notion of fairness is frequently invoked in the context of food and agriculture, whether in terms of a fair marketplace, fair treatment of workers, or fair prices for consumers. In 2009, the Kellogg Foundation named fairness as one of four key characteristics of a “good” food system. The concept of fairness, however, is difficult to define and measure. The purpose of this study is to explore the notion of fairness, particularly as it is understood within alternative food dialogues. Specifically, (...) we wanted to answer the question of how alternative food entrepreneurs who are working to actualize fairness within local food networks understand this abstract notion. Using a multiple case study approach, the research for this project draws on semi-structured interviews that were conducted with key stakeholders in four alternative food businesses throughout the Midwest. (shrink)

There has been tremendous growth in the sales of certified fair trade products since the introduction of the first of these goods in the Netherlands in 1988. Many would argue that this rapid growth has been due in large part to the increasing involvement of corporations. Still, participation by corporations in fair trade has not been welcomed by all. The basic point of contention is that, while corporate participation has the potential to rapidly extend the market for fair trade goods, (...) it threatens key aspects of what many see as the original vision of fair trade – most notably a primary concern for the plight of small producers and the goal of developing an alternative approach to trade and development – and may even be undermining its long-term survival. The primary purpose of this article is to explore the normative issues involved in corporate participation in fair trade. In order to do that, however, it first provides a positive analysis of how corporations are actually involved in fair trade. In order to achieve both of these ends, the article draws upon global value chain analysis. (shrink)

Certification and labeling initiatives that seek to enhance environmental and social sustainability are growing rapidly. This article analyzes the expansion of these private regulatory efforts in the coffee sector. We compare the five major third-party certifications – the Organic, Fair Trade, Rainforest Alliance, Utz Kapeh, and Shade/Bird Friendly initiatives – outlining and contrasting their governance structures, environmental and social standards, and market positions. We argue that certifications that seek to raise ecological and social expectations are likely to be increasingly challenged (...) by those that seek to simply uphold current standards. The vulnerability of these initiatives to market pressures highlights the need for private regulation to work in tandem with public regulation in enhancing social and environmental sustainability. (shrink)

A growing number of multi-stakeholder initiatives seek to improve labor and environmental standards through third-party certification. Fairtrade, one of the most popular third-party certifications in the agro-food sector, is currently expanding its operations from its traditional base in commodities like coffee produced by peasant cooperatives to products like flowers produced by hired labor enterprises. My analysis reveals how Fairtrade’s engagement in the hired labor sector is shaped by the tensions between traditional market and industrial conventions, rooted in price competition, bureaucratic (...) efficiency, product standardization and certification and alternative domestic and civic conventions, rooted in trust, personal ties, and concerns for societal wide benefits. At the global level, these tensions shape Fairtrade’s global standard setting as reflected in Fairtrade’s recently revised labor standards. At the local level, these tensions shape the varied impacts of certification on the ground as revealed through a case study of certified flower production in Ecuador. (shrink)

Businesses that maintain ethical standards have an advantage in the marketplace based on the increasing interest of consumers in products that have a social and ethical component. Fair trade organisations that adopt environmental, social and ethical principles in trading are in a good position to make the most of this growing interest in the market. However, it is unclear whether fair trade organisations are taking full advantage of emerging market opportunities for ethically traded products. This research explores this issue by (...) describing the business strategies of three fair trade organisations that import and sell craft goods into Western countries and evaluates them in the context of this growing market. The research findings indicate that in order to remain in business, fair trade craft organisations have had to adopt better business practices in recent years, improving quality, customer service and product offerings to customers. However, growth appears to be limited, as distribution remains focused on a small, niche market. This paper explores the distribution strategies of two fair trade commodity organisations that are successfully reaching a wider customer base, demonstrating that fair trade products have a unique selling advantage in the mainstream marketplace. In conclusion, fair trade craft organisations are not exploiting this market opportunity to the degree they should and will need to explore wider distribution and alternative business strategies to expand their market share. (shrink)

Although it is the most widely accepted form of organic guarantee, third party certification can be inaccessible for small-scale producers and promotes a highly market-oriented vision of organics. By contrast, participatory guarantee systems are based on principles of relationship-building, mutual learning, trust, context-specificity, local control, diversity, and collective action. This paper uses the case study of the Mexican Network of Local Organic Markets to explore how PGS can be used to support a more alternative vision of organics, grounded in the (...) notion of food sovereignty. It presents some of the key challenges and opportunities associated with the approach, and highlights its potential to serve as a locally-based institution for collective action, thereby offering some structural support to alternative agri-food initiatives. (shrink)

Over the past two decades the growth of the organic sector has been accompanied by a shift away from first party, or peer review, systems of certification and towards third party certification, in which a disinterested party is responsible for the development of organic standards and the verification of producer compliance. This paper explores some of the limitations of the third party certification model and presents the case of Mexico as an example of how an alternative form of participatory certification (...) has emerged. The paper suggests that participatory guarantee systems (PGS) are reflective of the growing “beyond organic” movement, which focuses on reconstructing the local and re-embedding food systems into their socio-ecological contexts. It argues that PGS offers a number of benefits for producers and consumers, particularly in the South, but that it faces a number of challenges as well, such as a lack of formal recognition, social conflicts and dependence on donated resources. (shrink)

At the same time as fair trade certified products are capturing an increasing market share, a growing number of scholars and practitioners are raising serious questions about who benefits from certification. Through a critique of north–south narratives, this paper draws on contemporary themes in fair trade scholarship to draw out different ways of thinking about fair trade outside of the dichotomous north–south framing. I argue that, through the creation of fair trade subjects of the “global north” and “global south,” certification (...) has normalized and naturalized dichotomous power relations. The primary concern of this paper is to demonstrate the problems with situating certification and scholarship in the north–south binary and to push examination toward a more nuanced analysis of how certification and development are shaped in-place. This intervention is important for assisting with stepping away from long-standing debates regarding the effectiveness of certification, and additionally in contributing to critical thinking on economic development more broadly. (shrink)

Although Fair Trade has been in existence for more than 40 years, discussion in the business and business ethics literature of this unique trading and campaigning movement between Southern producers and Northern buyers and consumers has been limited. This paper seeks to redress this deficit by providing a description of the characteristics of Fair Trade, including definitional issues, market size and segmentation and the key organizations. It discusses Fair Trade from Southern producer and Northern trader and consumer perspectives and highlights (...) the key issues that currently face the Fair Trade movement. It then identifies an initial research agenda to be followed up in subsequent papers. (shrink)

This article engages various critiques of Fair Trade, from its participation in commodification to providing a cover for "Fair-washing" corporations, and argues that Fair Trade has the potential to answer the challenges contained within them if and when it initiates an ongoing process of developing the "ethical valuedadded" content of the label. This argument is made in a number of ways. First, by distinguishing between economic and human development impacts and ethics, this article argues that these impacts are necessary but (...) not sufficient conditions for ethical trade. Second, it engages the question of the possibility of ethical practice in economics generally; developing the idea that when economics is concerned with securing the material basis of a broad range of life capacities it becomes ethical. Third, Fair Trade practice itself is examined from this standpoint, and is conceived of as both comprising a promising ethical value-added practice as well as posing a problem in its current formulation that the framework of ethical valueadded can help understand and resolve. Finally, an examination of these theoretical ideas in practice is undertaken through a case study of Café Femenino, a Fair Trade coffee produced in Peru. In conclusion it is argued that for Fair Trade to build upon its economic and human impacts, and therefore remain a meaningful ethical and economic alternative to corporate capitalism and globalization, it must distinguish itself clearly in ethics from those market relations it wishes, explicitly or implicitly, to challenge. (shrink)

As the market share of Fair Trade food products in countries of the North grows, understanding consumer preferences with regard to this recent label is becoming increasingly important. This article reports on a test of the consistency of consumers' stated preferences, for which a survey was conducted at the place and time of actual purchase decisions. The aim of the survey was to further improve the understanding of consumers' stated motivations for buying 'Fair Trade' and 'organic Fair Trade' bananas in (...) Switzerland. Hypothetical questions with double dichotomous choices were used to compare two types of bananas - conventional and labelled - and to assess the average stated willingness-to-pay (WTP) for Fair Trade-labelled bananas. The results show that Fair Trade is largely accepted in Switzerland and that the premium for purchasing such products is influenced by age, the number of young children and the perception of the Fair Trade label. I then used a comparative test of field observations and stated preferences for bananas to measure inconsistency in choices. This comparison reveals that less than one-fifth of the answers are in principle inconsistent. These results point to the importance of confidence in the Fair Trade labels if consumers' purchases are to increase. (shrink)

Ethical consumption is on the rise, however little is known about the degree and the implications of the sometime conflicting sets of values held by the broad category of consumers who report consuming ethically. This paper explores convergence and divergence of ethical consumption values through a study of organic, fair trade, and local food consumers in Colorado. Using survey and focus group results, we first examine demographic and attitudinal correlates of ethical consumption. We then report evidence that while many organic, (...) fair trade, and local food consumers converge around similar values, some Colorado consumers support only local food, while opposing the consumption of organic and fair trade products. Next, we investigate how ethical consumers who converge and diverge frame their commitment to consuming ethically. The discussion and conclusion suggest that community development planners of projects that focus on ethical consumption will need to successfully traverse issues stemming from convergence and divergence to enjoy long-term sustained success. (shrink)

The organic sector is in an ongoing, but somewhat ambiguous, process of differentiation. Continuing growth has also entailed intensified competition and the emergence of conventional structures within the sector. Producers are under pressure to adapt their terms of production to these developments, bearing the risk that the original values and principles of organic farming may become irrelevant. To confront these tendencies and maintain their position on the market, organic producers and processors have launched a number of organic–fair initiatives. As some (...) consumers attach importance to ethical aspects of consumption, these actors sense market opportunities in such quality differentiation. This article presents results of a study on current organic–fair criteria, as formulated by such initiatives. All of them define standards of distributive, procedural and informational fairness, with fair prices for producers and processors and long-term agreements being core standards. We show that distributive and procedural fairness are closely linked. Although organic–fair initiatives and their main protagonists focus on external fairness, such as fair prices for farmers, thus far internal concerns, such as minimum wages or employee involvement, are of less importance. The initiatives exemplify the differentiation of quality-oriented organic food producers in highly competitive markets. They have the potential to revitalise the original values of the sector and contribute significantly to ethical standardization therein. In order to make a substantial contribution to future development of the sector, a critical examination of aspects of internal fairness as well as the formulation of appropriate standards in this field is recommended. (shrink)

Questions of value are central to understanding alternative practices of food exchange. This study introduces a practice-based approach to value that challenges the dominant views, which capture value as either an input for or an outcome of practices of exchange. Building on a longitudinal ethnographic study on food collectives, I show how value, rather than residing in something that people share, or in something that objects have, is an ideal target that continuously unfolds and evolves in action. I found that (...) people organized their food collectives around pursuing three kinds of value-ideals, namely good food, good price and good community. These value-ideals became reproduced in food collectives through what I identified as valuing modes, by which people evaluated the goodness of food, prices and community. My analysis revealed that, while participating in food collectives in order to pursue their value-ideals, people were likely to have differing reasons for pursuing them and tended to attach different meanings to the same value-ideal. I argue that understanding how value as an ideal target is reproduced through assessing and assigning value is essential in further explorations of the formation of value and in better understanding the dynamics of organizing alternative practices of food exchange. (shrink)

Ethical consumer discourse is organized around the idea that shopping, and particularly food shopping, is a way to create progressive social change. A key component of this discourse is the “citizen-consumer” hybrid, found in both activist and academic writing on ethical consumption. The hybrid concept implies a social practice – “voting with your dollar” – that can satisfy competing ideologies of consumerism (an idea rooted in individual self-interest) and citizenship (an ideal rooted in collective responsibility to a social and ecological (...) commons). While a hopeful sign, this hybrid concept needs to be theoretically unpacked, and empirically explored. This article has two purposes. First, it is a theory-building project that unpacks the citizen-consumer concept, and investigates underlying ideological tensions and contradictions. The second purpose of the paper is to relate theory to an empirical case-study of the citizen-consumer in practice. Using the case-study of Whole Foods Market (WFM), a corporation frequently touted as an ethical market actor, I ask: (1) how does WFM frame the citizen-consumer hybrid, and (2) what ideological tensions between consumer and citizen ideals are present in the framing? Are both ideals coexisting and balanced in the citizen-consumer hybrid, or is this construct used to disguise underlying ideological inconsistencies? Rather than meeting the requirements of consumerism and citizenship equally, the case of WFM suggests that the citizen-consumer hybrid provides superficial attention to citizenship goals in order to serve three consumerist interests better: consumer choice, status distinction, and ecological cornucopianism. I argue that a true “citizen-consumer” hybrid is not only difficult to achieve, but may be internally inconsistent in a growth-oriented corporate setting. (shrink)

Since its origins as an academic newsletter, _Agriculture and Human Values_ has evolved to be one of the leading journals publishing critical scholarship of the food and agricultural system. This essay illustrates and comments on the evolution of the scale and scope of research published in the journal over the years.

Recent years have seen a substantial increase in alternative agrifood initiatives that attempt to use the market to curtail the negative social and environmental effects of production and trade in a globalized food system. These alternatives pose a challenge to capital accumulation and the externalization of environmental costs by large agribusiness, trading and retail firms. Yet the success of these alternatives also makes them an inviting target for corporate participation. This article examines these dynamics through a case study of the (...) two most significant such food system alternatives—organics and fair trade—focusing on corporate involvement in establishing and renegotiating the standards undergirding these initiatives. We compare the development of and contestation over the standards for both certified organic and certified fair trade, with particular attention to the U.S. context. We provide a brief history of their parallel processes of rapid growth and market mainstreaming. We examine claims of cooptation by movement participants, as well as the divergences and similarities between the organic and fair trade cases. Analyzing these two cases provides useful insights into the strategic approaches that corporate firms have deployed to further capital accumulation and to defuse threats to their profit margins and to status quo production, pricing, labor, trading and retailing practices. It can also offer valuable lessons regarding the most effective means of responding to such counter-reforms and of protecting or reasserting the more transformative elements at the heart of these alternative systems. (shrink)

Chefs have been recognized as potentially important partners in efforts to promote local food systems. Drawing on the diffusion of innovation framework we (a) examine the characteristics of chefs and restaurants that have adopted local foods; (b) identified local food attributes valued by restaurants; (c) examine how restaurants function as opinion leaders promoting local foods; (d) explored network linkages between culinary and production organizations; and (e) finally, we consider some of the barriers to more widespread adoption of local foods in (...) the culinary community. Analyzing quantitative and qualitative data collected from interviews with individuals from 71 restaurants, we compare and contrast restaurants that utilize relatively large amounts of locally-produced ingredients with restaurants using few, if any, local products. Results reveal that chefs are most interested in intrinsic food qualities, such as taste and freshness, and less interested in production standards. As opinion leaders, chefs utilize signage, wait staff, and cooking classes to promote local foods; however, the diffusion process across restaurants, and between restaurants and producers, is limited by network associations. Structural barriers such as distribution problems and lack of convenience were identified as limiting more widespread use of locally-grown foods. We offer several implications of this research for further work that seeks to engage chefs as opinion leaders who are important to building greater support for local food systems. (shrink)

Organic cotton productionboomed in the early 1990s only to fall steeplymid-decade. Production is currently rising, butslowly, and has yet to reach previous levels.This is in marked contrast to the steady growthin organic food production during the 1990s.Why, when other areas of organic productionexperienced steady growth, did organic cottonexperience a boom and bust? A study of thecotton production and processing industryreveals a long and heavily industrializedproduction chain that has presented numerouschallenges to growers and processors trying tointroduce an organic product. In addition, (...) muchof the surge in demand for organic cotton clothoriginated with clothing manufacturersresponding to increased consumer environmentalconcern and interest in improving theirenvironmental reputations. This demandevaporated when clothing companies encountereda lack of consumer awareness of theenvironmental costs of conventional cottonproduction and the benefits of organic cotton.Organic clothing lines were abandoned and manycotton farmers, left with no market for theirorganic bales, were forced to either store thebales or sell them on the conventional marketfor a loss. An examination of the social andtechnical aspects of organic cotton productionidentifies some of the critical variables, suchas the risks farmers face in agriculturalproduction, the organic standards, sources ofinnovation in technological change, and the roleof consumer demand in supporting moresustainable technology, all of which shape thecontinuing development of organic products. (shrink)

Studies on fair-trade consumption have concentrated on economic, demographic, and ethical issues, and research on consumers’ moral emotions and self-orientation is limited. Although consumers’ satisfaction with their consumption has been emphasized in consumer studies and marketing, little substantive empirical research has addressed ethical consumers’ emotional satisfaction and the link between their motivations and happiness. This study focused on ethical consumers who regularly purchase fair-trade coffee to understand their moral emotions and self-orientation as motivations for fair-trade consumption and determine whether empathy (...) and self-oriented motivations led to their happiness. A survey was conducted on 471 regular purchasers of at least one cup of fair-trade coffee weekly or a pack of fair-trade coffee beans monthly. The survey data were analyzed using partial least squares. The results showed that guilt was positively associated with empathy, which positively influenced self-actualization. Contrary to the proposed hypothesis, empathy did not elicit consumers’ happiness. As expected, narcissism affected self-actualization, which in turn elicited happiness. Happiness was positively associated with customers’ repurchase intentions for fair-trade coffee. The results of this study demonstrate the strong associations of the paths from narcissism to self-actualization, self-actualization to happiness, and self-actualization to repurchase intentions compared to the paths from guilt to empathy, empathy to happiness, and empathy to repurchase intentions. Contrary to common expectations, the results indicate that self-oriented motivations focused on self-actualization rather than moral emotions play key roles in ethical consumers’ happiness with fair-trade consumption. (shrink)

In March of 2012, following a robust activist campaign, Arysta LifeScience withdrew the soil fumigant methyl iodide from the US market, just a little over a year after it had finally been registered for use in California. As a major part of the campaign against registration of the chemical, over 53,000 people, ostensibly acting as citizens rather than consumers, wrote public comments contesting the use of the chemical for its high toxicity. Although these comments had marginal impact on the outcome (...) of the case, these comments are of interest for what they say about public action at a time when efforts to address food and agricultural issues have been dominated by “voting with your fork.” Based on a qualitative textual analysis of approximately 3500 representative comments made available to us, we show that many of those taking action did not abandon consumer subjectivities associated with neoliberal governmentality. By threatening “personal boycotts,” some were acting in their capacity as individual consumers; in invoking their own and their children’s health many more were also acting on behalf of consumers, despite that the chemical in question is applied before strawberries are planted and thus leaves no residues. The emphasis that letter writers gave to their own bodies reinforces the idea that some bodies count more than others and thus reveals a biopolitical sorting. Having consumer lives matter is consequential in light of evidence that consumer concern about pesticides has historically led to formulations and regulations more protective of consumers than workers and neighbors. (shrink)

This introduction situates key themesfound in papers given at a recent workshop on thechanging material practices, meanings, and regulationof US organic food production. The context is theemergence of an international bio-politics ofagriculture and food and, more particularly in the US,the contradictions of sustainable agriculturemovements catalyzed by the rapid scaling up of organicagriculture from a niche activity to nascentindustry.

This paper contributes to the growing social science scholarship on organic agriculture in the global South. A “boundary” framework is used to understand how negotiation among socially and geographically disparate social worlds (e.g., non-governmental organizations (NGOs), foreign donors, agricultural researchers, and small-scale farmers) has resulted in the diffusion of non-certified organic agriculture in Kenya. National and local NGOs dedicated to organic agriculture promotion, training, research, and outreach are conceptualized as “boundary organizations.” Situated at the intersection of multiple social worlds, these (...) NGOs engage in “strategic bridge building” and “strategic boundary-work.” Strategic bridge building involves the creation and use of “boundary objects” and “hybrid forms” that serve as meeting grounds for otherwise disconnected social worlds. Strategic boundary-work involves efforts to “scientize,” and thereby legitimize, organic agriculture in the eyes of foreign donors, potential research collaborators, the Kenyan state, and farmers. Examples of strategic bridge building and boundary-work are presented in the paper. The Kenyan case illustrates that different social actors can unite around a shared objective – namely, the promotion and legitimization of organic agriculture as an alternative to the Green Revolution (GR) technological package. (shrink)

The article reports the findings of an empirical study among consumers, regarding the impact of physical, social, and psychological proximity on their engagement to the fair trade idea and purchasing behavior. Based on a random sample of 211 British and 112 Indian consumers and using structural equation modeling, it was found that high levels of physical, social, and psychological proximity leads to high consumer fair trade engagement. Moreover, consumer fair trade engagement was confirmed to have a positive impact on fair (...) trade purchasing behavior. Furthermore, consumer empathic concern was found to positively moderate the association between proximity and consumer fair trade engagement, while the opposite was true with regard to consumer hypocrisy. Finally, consumer nationality was found to have a control effect on physical, social, and psychological proximity, with the latter felt stronger among Indian, as opposed to British consumers. (shrink)

Consumers are becoming increasingly interested in how their food is produced. Many studies have focused on consumers’ preferences and willingness-to-pay for specific production-related claims on food products. However, few studies have asked consumers to rank the importance of different production claims. In this study, we use a best-worst scaling approach to have consumers rank the importance of seven common production claims used on food products. Rankings are obtained across four product types: beef, milk, chicken, and eggs. Results of the study (...) show that consumers often prefer specific components of more encompassing claims as opposed to the broader, more encompassing claim itself. The majority of preference shares were captured by the top three claims, though the order of these preferences appears to vary for meat and non-meat animals. (shrink)

Fair Trade companies have pulled off an astonishing tour de force. Despite their relatively small size and lack of resources, they have managed to achieve considerable commercial success and, in so doing, have put the fair trade issue firmly onto industry agendas. We analyse the critical role played by social capital in this success and demonstrate the importance of values as an exploitable competitive asset. Our research raises some uncomfortable questions about whether fair trade has 'sold out' to the mainstream (...) and whether these companies have any independent future or whether their ultimate success lies in the impact they have had on day-to-day trading behaviour. (shrink)

Data from a longitudinal study into the key management success factors in the fair trade industry provide insights into the essential nature of inter-organizational alliances and networks in creating the profitable and growing fair trade market in the UK. Drawing on three case studies and extensive industry interviews, we provide an interpretive perspective on the organizational relationships and business networks and the way in which these have engendered success for UK fair trade companies. Three types of benefit are derived from (...) the networks: competitive developments through virtual integration in which the organizations remain flexible and small while projecting size to the market; intellectual developments through the sharing of intellectual capital with a diverse network of organizations in many fields; and ideological developments through an ideological network of like-minded individuals by which the companies can prevent the co-opting of the original purpose of fair trade. However, relative success at leveraging these benefits is influenced by three managerial factors: partner choice, partner use and partner management. (shrink)

This paper focuses on the environmental and ethical attributes of food products and their production processes. These two aspects have been recently recognized and are becoming increasingly important in terms of signaling and of consumer perception. There are two relevant thematic domains: environmental and social. Within each domain there are two movements. Hence the paper first presents the four movements that have brought to the fore new aspects of food product quality, to wit: (1) aspects of environmental ethics (organic agriculture (...) and integrated agriculture), and (2) social ethics (fair trade and ethical trade). Next, it describes how the actors in the movements (producers, retailers, NGOs, and governments) are organized and how consumers perceive each of the movements. From the perspective of the actors in the movements themselves, the movements are grouped into two “actors’ philosophies.” The first is a “radical” philosophy (the organic production and fair trade movements that arose in radical opposition to conventional agriculture or unfair trade relations), and the second is a “reformist” philosophy (the integrated agriculture and ethical trade movements that arose as efforts to modify but not radically change conventional agriculture). From the point of view of consumers, the classification of the movements is based on perceptions of the “domain” of the movements. That is, consumers tend to perceive the organic production movement and the integrated agricultural movement as a single group because they both deal with the environment. By contrast, consumers tend to group the fair trade movement and the ethical trade movement together because they both deal essentially with social ethics. Recently, key players such as large retailers and agribusinesses have adopted as part of their overall quality assurance programs both environmental and ethical attributes. Their involvement in and adoption of the goals of the movements have, however, generated tensions and conflicts. This is particularly true within the radical movements, because of concerns of cooptation. Finally, the paper identifies challenges faced by those promoting food products with environmental and social/ethical attributes as they attempt to communicate coherent signals to consumers at this crucial moment in the emergence of a mass market for these products. (shrink)

Over time, according to popular and academic accounts, alternative trade initiatives [such as fair trade, organics, forest certification, and socially responsible investing ] almost invariably lose their oppositional stance and go mainstream. That is, they lose their alternative, usually peripheral, and often contrarian character. In this paper, I argue that this is not always the case and that the path to going mainstream is not always an unproblematic one. I observe that while scholars have documented various aspects of specific alternative (...) trade initiatives, little comparative work has been done to theorize their different trajectories. To advance the scholarship, I compare two alternative trade movements, fair trade and SRI, and develop three hypotheses—the relation motivations hypothesis, the material interests hypothesis, and the organization of credibility hypothesis—that explain why going mainstream has been so hotly contested in the fair trade movement but not the SRI movement. I articulate these hypotheses and evaluate their merits. (shrink)

Although fair trade has grown exponentially in the U.S. in recent years, we do not have a clear understanding of why small U.S. firms choose to participate in it. To answer this question, we use a qualitative case study approach and grounded theory analysis to explore the motivations of 35 small fair trade businesses. We find that shared values and the desire to help others, often triggered by a critical incident, lead social entrepreneurs to found and sustain fair trade businesses. (...) The relationship between shared values and engagement in fair trade and the relationship between altruism and engagement in fair trade are strengthened by four motivating factors: direct relationships with producers, support for social causes, the desire for the preservation of craftsmanship, and the desire to share aesthetic products. These links are strengthened by four facilitating factors : the acquisition of business knowledge, family member involvement in the firm, assistance from faith communities, and assistance from the fair trade community. Additional analysis reveals three types of fair trade social entrepreneurs: “ethics first” entrepreneurs, primarily motivated by human rights and social justice concerns; “faith first” fair traders, motivated primarily by their religious faith; and “business first” businesspeople, motivated by what they perceive to be an opportunity to build a successful business while simultaneously doing “good” and helping others. (shrink)

There are a number of agricultural farming practices that are controversial. These may include using chemical fertilizers, pesticides, and herbicides, and planting genetically modified crops, as well as the decision to dehorn cattle rather than raise polled cattle breeds. We use data from a survey of Missouri crop and livestock producers to determine whether a farmer’s ethical framework affects his or her decision to engage in these practices. We find that a plurality of farmers prefer an agricultural policy that reflects (...) principles based on rights rather than principles of utilitarianism or justice. Furthermore, after controlling for personal and farm characteristics, we find a positive correlation between farmers preferring a rights-based policy and a farmer’s use of chemical farm inputs and polled rather than horned cattle. We also find that a combination of ethical framework and farm and farmer characteristics correlate with decisions to use farm chemicals, while only farm and farmer characteristics affect the decision to plant GM crops and only a farmer’s ethical framework affects the decision to use polled cattle. (shrink)

In this article, we suggest that attending to the roles of heritage and territory could help reshape local food systems in the US: first, by incorporating more producer voices and visions into the conversation; and second, by considering more deeply the characteristics of the places where food is produced. Using the Wisconsin artisanal cheese network as a case study, we have traced how artisanal producers frame their collective heritage and links to their territory. They describe a heritage that includes a (...) cultivation of embedded, “situated” agricultural knowledge and a commitment to specific quality practices as well as a connection to terroir—the specific ecologies and social contexts of their farm or region. We argue that their articulation of this heritage and terroir is both an emergent, ongoing process of adapting to changing market, cultural, and geographic conditions and an effort to recover valued traditions and practices and connect to specific places. (shrink)

Notions such as terroir and “Slow Food,” which originated in Mediterranean Europe, have emerged as buzzwords around the globe, becoming commonplace across Europe and economically important in the United States and Canada, Latin America, Africa, and Asia. Given the increased global prominence of terroir and regulatory frameworks like geographical indications, we argue that the associated conceptual tools have become more relevant to scholars working within the “alternative food networks” framework in the United States and United Kingdom. Specifically, the Local Agrifood (...) Systems perspective, first articulated in 1996 by French scholars, seeks to understand the relationship between the development of local food systems and specific territories. We review the empirical and theoretical literature that comprises each of these perspectives, highlighting three areas in which SYAL scholarship may be relevant to AFN researchers. First, while AFN scholars tend to understand the “local” in terms of positionality, in a distributionist sense, SYAL studies frame local food systems as anchored within particular territories. Second, SYAL research places significant emphasis on collectivity, both in terms of collective institutions and shared forms of knowledge and identity. Third, although both perspectives are framed in opposition of the industrialization of the global food system, AFN scholars focus more on alternative distribution schemes, while SYAL researchers favor territorially anchored structures. (shrink)

Organic food standardization is an increasingly important strategy for dealing with consumer concerns about the environment, animal welfare, health, and the economic structure of food production. But the ways in which this consumer-oriented strategy is introduced, organized, and debated vary considerably across countries. In Sweden, a nongovernmental organization [KRAV (Association for Control of Organic Production)] – consisting of social movement organizations, associations for conventional and organic farmers, and the food industry – has been quite successful in promoting organic food labeling (...) as an eco-label. KRAV has developed a complementary position vis-à-vis the state and EU regulatory framework. In the US, the federal government controls standardization. The government frames the label as a “marketing label,” thus rejecting the idea that organic food production would have any significant advantages for the environment or, indirectly, for human health. This framing is separate from the ones created by organic constituencies, leading to deeper controversies than in Sweden. The purpose of this paper is to examine why standardization has followed different patterns in the two settings. We analyze context factors (i.e., political culture, pre-regulatory arrangements, and organizational structures) and process factors (i.e., framing and organizing). What are the benefits of a state-centric versus a nonstate-driven approach regarding powerful standardization? The paper shows that both settings provide not only “threats of regulatory occupation” from actors not committed to organic principles but also avenues for substantial standardization in the future, albeit through different channels. (shrink)

Economic opportunities and the status of women are mediated by socio-political structural factors, as well as cultural-specific norms and patterns of behavior. As consumers (and, in many cases, regulators) of resources at the household level, women are integral to the analysis of economic and political development. This paper examines the role of motivation and perception on women’s participation in Palestinian Fair Trade projects. In the occupied Palestinian Territories, Fair Trade projects have been recently introduced by both international agencies and local (...) Palestinian associations as means through which women can earn income, participate in cooperative leadership, and engage at economic and political levels. Current scholarship largely focuses on measuring outcomes of Fair Trade initiatives or the experiences of members after the implementation of a project. However, there is less understanding about factors influencing the recruitment and retention of members into these initiatives. This ethnographic account explores both the motivations of members to join several couscous (maftoul) Fair Trade cooperatives and the members’ understanding Fair Trade goals and the cooperative structure. We examine four Palestinian women’s maftoul cooperatives and their unique challenges and opportunities. This project highlights the lack of detail most women have about the global Fair Trade market, which has a potential to result in decreased recruitment and retention rates. This paper also examines the tensions between product quality and market demands existing within couscous cooperatives and the competing demands of child-care needs, household pressures, and military restrictions on Palestinian movement enforced by the Israeli military within the occupied Palestinian Territories. (shrink)

Industrial agriculture has extensive environmental and social costs, and efforts to create alternative farming systems are widespread if not yet widely successful. This study explored how a set of grain farmers and rotational graziers in Iowa transitioned to agroecological management practices. Our focus on the resources and strategies that farmers mobilized to develop opportunities for, and overcome barriers to, transitioning to alternative practices allows us to go beyond the existing literature focused on why farmers transition. We attend to both the (...) ecological and socioeconomic context of innovation by comparing processes of technical change in two contrasting regions of Iowa. Farmers cultivated farm-level biodiversity and enterprise diversity, developed new cognitive and psychological competencies, and overcame barriers to innovation by developing external network linkages with peers, knowledge organizations, and federal policies. Our research provides insights into how biophysical, cognitive, structural and market considerations can be integrated into research efforts that aim to make sense of innovation toward sustainable agriculture. (shrink)

The number of distributors selling Fair Trade products is constantly increasing. What are their motivations to distribute Fair Trade products? How do they organise this distribution? Do they apply and communicate the Fair Trade values? This research, based on five case studies in Switzerland, aims at understanding and structuring the strategies and the managerial practices related to Fair Trade product distribution, as well as analysing if they denote an engagement with Fair Trade principles. The results show a high heterogeneity of (...) strategies and engagement. In general, strategies implemented by mainstream actors contribute to increase Fair Trade global sales but do not convey the transformative message of Fair Trade through their engagement. The latter is rather communicated through alternative channels. Problems and potential solutions to this issue are discussed. (shrink)

Alternative food networks have become a common response to the socio-ecological injustices generated by the industrialized food system. Using a political ecology framework, this paper evaluates the emergence of an AFN in Chiapas, Mexico. While the Mexican context presents a particular set of challenges, the case study also reveals the strength the alternative food movement derives from a diverse network of actors committed to building a “community economy” that reasserts the multifunctional values of organic agriculture and local commodity chains. Nonetheless, (...) just as the AFN functions as an important livelihood strategy for otherwise disenfranchised producers it simultaneously encounters similar limitations as those observed in other market-driven approaches to sustainable food governance. (shrink)

An outline of a theory ofvalues-based labeling as a social movementargues that it is motivated by the need tore-embed the agro-food economy in the largersocial economy. A review of some basic premisesof embeddedness theories derived from the workof Karl Polanyi reveals their connection toparticular values-based labeling efforts. Fromthis perspective, values-based labelingpresents itself as primarily an ethical andmoral effort to counter unsustainable trendswithin presently existing capitalism. Theselabels distinguish themselves from ordinarycommercial labels by a focus on processand on quality. Evaluating thetransformative potential (...) and progressive natureof values-based labeling poses a key challenge.One avenue for gauging this potential isconventions theory. This approach can beadapted to consider the decision makingprocesses that go on within values-basedlabeling groups, as well as consumer decisionmaking based on such labels, as instances ofwhat is termed a politics of ethical judgment.The conclusion emphasizes the need for moreresearch in this area and suggests how it couldbe furthered. (shrink)

Fair Trade has changed considerably since its early days. In this article, we argue that these changes have led to a depersonalization of ethics, thus raising serious questions about the future of Fair Trade. In particular, the depersonalization of ethics which is seen to accompany the current changes has led to greater variety in the interpretations of Fair Trade. Hiding these divergences behind the labels is increasing the risk that the movement will lose its credibility.

Fair trade is a new form of commercial partnership whereby actors in the North engage with actors in the South on a number of conditions, including setting a minimum price, a development bonus, and so on. But above all, fair trade organizations in the South are implementing mechanisms that more or less facilitate the empowerment of their members. This article analyzes the empowerment effects of two fair trade organizations in South India. It shows that while positive effects can be seen, (...) the prevailing social norms in India are extremely influential for women at the moment, so that women are putting all their hopes on their daughters through their education. (shrink)