Social and Behavioral Sciences Commons^™

Visualizing Fair Trade Coffee, Daniel Jaffee, Philip Howard

Sociology Faculty Publications and Presentations

The fair trade certification world has entered a period of major change. The recent departure of Fair Trade USA from the international certification system led by Fair Trade International (formerly FLO), and its decision to develop separate U.S. standards that permit certification of plantation-produced coffee, cocoa, and other crops, has thrown the meaning of the U.S. fair trade label into question. The recent appearance of a new certification—The Institute for Marketecology (IMO) “Fair For Life” label—has made the panorama even more complex. These developments follow a decade of struggles within the fair trade movement over the nature of its relationship …