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The Rise and Stall of a Fair Trade Pioneer: The Cafédirect Story

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Abstract

This is a case study investigating the growth of fair trade pioneer, Cafédirect. We explore the growth of the company and develop strategic insights on how Cafédirect has attained its prominent position in the UK mainstream coffee industry based on its ethical positioning. We explore the marketing, networks and communications channels of the brand which have led to rapid growth from niche player to a mainstream brand. However, the company is experiencing a slow down in its meteoric rise and we question whether it is possible for the company to regain its former momentum with its current marketing strategy.

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Abbreviations

FtF:

Fairtrade Foundation

FLO:

Fairtrade Labelling Organisation

PPP:

Producer Partnership Programmes

R&G:

Roast and Ground Coffee

CEO:

Chief Executive Officer

IPO:

Initial Public Offering

ATO:

Alternative Trading Organisation

DfID:

Department for International Development

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Authors and Affiliations

  1. Cranfield School of Management, Cranfield, Bedfordshire, U.K.

    Iain A. Davies, Bob Doherty & Simon Knox

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  1. Iain A. Davies
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  2. Bob Doherty
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  3. Simon Knox
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Correspondence to Iain A. Davies.

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Davies, I.A., Doherty, B. & Knox, S. The Rise and Stall of a Fair Trade Pioneer: The Cafédirect Story. J Bus Ethics 92, 127–147 (2010). https://doi.org/10.1007/s10551-009-0145-6

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  • DOI: https://doi.org/10.1007/s10551-009-0145-6

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