The Future of Fairtrade

Fairtrade has come a long way since the launch of the Max Havelaar Fairtrade Certification Mark in the Netherlands in 1988. Having been founded by activists, Fairtrade today can no longer be defined merely as a campaign. It is a recognisable and increasingly potent, international brand.

• Introduction
• From campaign to brand
• Contrasting national profiles
• Flagship categories and newer concepts
• The Fairtrade mark and international harmonisation
• Moving into the mainstream
• Responding to critics, perceptions of value and retail pricing
• New markets, regionalisation and cross-border licensing
• Increasing producer involvement
• Adding value at source
• Conclusion