The Value of Fairtrade: Business Engagement in Banana, Cocoa and Coffee Value Chains

Allison Marie Loconto (), Nadine Arnold (), Jennifer Widmer, Matthew Anderson, Aurélie Carimentrand () and Alejandra Jimenez
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Allison Marie Loconto: INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement, LISIS - Laboratoire Interdisciplinaire Sciences, Innovations, Sociétés - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Université Gustave Eiffel, LISIS - Laboratoire Interdisciplinaire Sciences, Innovations, Sociétés - INRA - Institut National de la Recherche Agronomique - UPEM - Université Paris-Est Marne-la-Vallée - ESIEE Paris - CNRS - Centre National de la Recherche Scientifique
Nadine Arnold: VU - Vrije Universiteit Amsterdam [Amsterdam]
Jennifer Widmer: UNILU - Université de Lucerne = Universität Luzern
Matthew Anderson: University of Portsmouth
Aurélie Carimentrand: UB - Université de Bordeaux
Alejandra Jimenez: Université Gustave Eiffel, LISIS - Laboratoire Interdisciplinaire Sciences, Innovations, Sociétés - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement - Université Gustave Eiffel, LISIS - Laboratoire Interdisciplinaire Sciences, Innovations, Sociétés - INRA - Institut National de la Recherche Agronomique - UPEM - Université Paris-Est Marne-la-Vallée - ESIEE Paris - CNRS - Centre National de la Recherche Scientifique

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Abstract: This report presents the results of a study undertaken in 2020 on the impact that Fairtrade had on businesses and Fairtrade consumer markets for bananas, cocoa, and coffee in the Global North. Commissioned by Fairtrade International, in collaboration with a number of National Fairtrade Organisations (NFO) and Fairtrade Marketing Organisations (FMO) and with financial support from the European Union (EU), it sought to explore: how Fairtrade might maximize demand and positive producer impact through its supply chain and business engagement? The results presented in this report are based on quantitiative analysis of a database of 932 certified traders and licencees, and semi-structured interviews with certified traders, licensees, employees of Fairtrade organisations and consumer experts in six European Countries (Czech Republic, Finland, France, Germany, Poland and the United Kingdom). These primary data are triangulated with secondary data from four different domains of the Fairtrade System: the producer domain, the business domain, the consumer domain, the standards/certification domain. We also conducted participant observations and informal interviews during trade fairs.

Keywords: Fair trade; Consumption; Value chains (search for similar items in EconPapers)
Date: 2022-05-31
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Published in [Research Report] Université Gustave Eiffeil; Fairtrade International. 2022

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