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Fair Trade: A Cup at a Time?

University of Washington, Seattle., mlevi{at}u.washington.edu

April Linton

University of California, San Diego Office of Population Research, Princeton University., mlevi{at}u.washington.edu

Fair Trade coffee campaigns have improved the lives of small-scale coffee farmers and their families by raising wages, creating direct trade links to farming cooperatives, and providing access to affordable credit and technological assistance. Consumer demand for Fair Trade certified coffee is at an all-time high, yet cooperatives that produce it are only able to sell about half of their crops at the established fair trade price. This article explores the reasons behind this gap between supply and demand and suggests ways to close it. The authors also offer some perspective on the limits of ethical consumption campaigns such as Fair Trade coffee.

Key Words: Fair Trade • coffee • corporate accountability • norm change • social movements • worker-consumer alliances

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