Where now for fair trade?

Bob Doherty, Iain A. Davies, Sophi Tranchell

Research output: Contribution to journalArticlepeer-review

67 Citations (Scopus)
6 Downloads (Pure)


This paper critically examines the discourse surrounding fair trade mainstreaming, and discusses the potential avenues for the future of the social movement. The authors have a unique insight into the fair trade market having a combined experience of over 30 years in practice and 15 as fair trade scholars. The paper highlights a number of benefits of mainstreaming, not least the continued growth of the global fair trade market (tipped to top $7bn in 2012). However, the paper also highlights the negative consequences of mainstreaming on the long-term viability of fair trade as a credible ethical standard.

Original languageEnglish
Pages (from-to)161-189
Number of pages29
JournalBusiness History
Issue number2
Publication statusPublished - 1 Jan 2013


  • co-optation
  • dilution
  • fair trade
  • fair trade organisations
  • fair-washing
  • mainstreaming
  • multinational corporations
  • supermarket retailers


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