The Mainstreaming Fairtrade Debate
In the wake of the recent extraordinary market expansion of Fairtrade—and in the midst of a mild rebound in the coffee market—the Fairtrade movement is being criticized. Last year, in an ideological broadside against ethical, organic and local markets, The Economist (2006a) questioned the quality of Fairtrade coffee, alleged violations of Fairtrade practices, and claimed that price premiums paid to farmers were actually hurting producers by exacerbating oversupply. The Financial Times interviewed coffee pickers in Peru who were paid below the national minimum wage to harvest Fairtrade certified coffee—a violation of Fairtrade standards—and used that evidence to smear the entire movement (Weitzman, 2006a and b). Attacks from the neoliberal marketeers of The Economist and The Financial Times are probably to be expected, but student groups, social justice groups, and some Fairtrade roasters, are also questioning the development claims, the "fairness," and the future of the Fairtrade coffee industry, but for very different reasons. Farmer organizations, such as Via Campesina and the Brazilian Landless People's Movement (MST), have called Fairtrade's market approach to development itself "neoliberal," and challenge the Fairtrade movement to work politically for structural change (Montagut and Vivas, 2006; O'Nions, 2006).2 At this year's United Students for Fair Trade (USFT) convergence in Boston, Massachusetts, students asked, "How will the involvement of large corporations change fair trade standards?" and "How do you get the scale and keep the values?" The activists who have been pushing Fairtrade products into their campus dining halls and cafés are now asking: how fair is Fairtrade?
Many ethical consumers and Fairtrade activists are also uncomfortable selling Fairtrade products through multinational corporations with unfair labor practices and monopolistic market power. Is Fairtrade providing a public relations cover for globalization's race to the bottom?
These questions reflect the growing disagreement among Fairtrade advocates over whether it is advisable to "mainstream" Fairtrade through the very corporations and market structures that provoked the coffee crisis in the first place. Is the goal to help as many peasant farmers as possible by selling as much Fairtrade coffee as possible? Or is the goal to transform coffee's historically unfair market structures?
Are markets the engine for social change or are social movements the force to change markets?
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