Fair Trade; Fairly Obvious?

If you every actually try to sit down and work out who is trying to do what in the area of ethical trading, you'll be due a headache. The increasing number of branded non-profit organisations and NGOs is making consumers who buy ethically sourced products very confused indeed.

My initial mission to "Come out to Latin America to work in Fair Trade" is an admission in this confusion itself; Fair Trade is but one brand amongst a range that are out there representing ethical trading and sourcing, admittedly with more profile than others. Recently it has enjoyed a rise in awareness and publicity with the partnering of various large companies such as Cadbury, Starbucks and Sarah Lee all sourcing Fair Trade commodities. However, many people feel that Fair Trade has diverged from its original purpose with these developments and it was very interesting to read an interview with one of the founders, Frans Van Der Hoff, regarding the evolution of Fair Trade on the Equal Exchange blog. To quote:

"The interview couldn’t have come at a better time. Consumer confusion about the goals and impact of Fair Trade vs. other brands and certifications is at an all-time high. And that should come as no surprise. The certifying agencies (FLO International and Transfair USA) have watered down the purpose and integrity of the movement, aiming for dollars over mission, breadth over depth, as they lower standards to increase the number of products available on the shelves...

...somewhere along the line, the certifiers began marketing Fair Trade as a poverty alleviation strategy, rather than an economic transformation model as it was originally intended. Alleviation means, “to lessen (pain, for example); to make more bearable.” Fair Trade was actually created to provide producers with a basic level of security, a social net to raise people out of abject conditions so that they would have the ability to approach their situations with more complex strategies, not to alleviate, but to change their economic conditions.

The original founders of Fair Trade knew that economic conditions don’t change by extending charity. They understood the far more impactful goal of supporting farmer organizations so that together, the farmers can tackle the myriad issues which will enable them to create better conditions for themselves. Organized farmers build economic and political power, create social programs, lobby governments, enlist the collaboration of others by building solidarity networks. This is the true power (and potential) of Fair Trade."

It is interesting to see how an organisation that is seen to have achieved so much is to some extent becoming a victim of its own success, and how the directors will seek to capitalise on their successes without comprimising the basis of the brand. One key difference for me is the divergence of seeking to support farmer organisations and the social stability and benefits that they bring, over increasing awareness of a brand, much as any other corporation with less ethical designs on sourcing would.

Lima, Peru
5th Novermber 2009