Fair trade is an ethical alternative to neoliberal market practices. This article examines the development of the fair trade movement, both in Mexico and abroad, beginning with the experience of UCIRI (Unión de Comunidades Indígenas de la Región del Istmo – Union of Indigenous Communities of the Isthmus Region), an association of small coffee growers in Mexico and a main actor in the creation of the first fair trade seal in the world, Max Havelaar, in 1988. Future success of the (...) fair trade movement depends mainly on resolving the tension between the capitalist business goals and the activist transformation goals of its diverse practitioners. (shrink)