“Fair Trade” branding of products is an emerging marketing phenomenon. It’s also promoted as a trade policy.
“Fair Trade” is big in coffee. Where the spiel goes something like this:
“Only a tiny fraction of the money you pay for your cappuccino goes to the coffee growers who receive very low prices for their coffee beans. Yet multinationals like Nestle and Starbucks earn millions in profits. With our ‘Fair Trade’ coffee we pay growers a decent price and ensure that they employ workers at proper wages and conditions”
Sounds great, doesn’t it. For the cost of a cup of coffee you make the world a better place. Except you don’t. It’s a (well intentioned) sham. Read the rest of this entry »
Posted by ByronSharp 