Journal of Business Ethics 92 (2):287 - 299 (2010)

Abstract
Consumers' concerns for the environment have led to the creation of niche markets, quality certifications and labelling systems. Built by activists and NGOs, these systems were adopted by agribusiness. Such firms try to capture consumers and react to opinion campaigns, whilst appropriating the conservation (or 'fair') discourse. This leads to the rise of new forms of third-party certifications of food production based on private standards and, hence, to new forms of contract relations between producers and buyers. The nature of these relationships is not always evident in these new labels or in the discourse built to justify them. This is particularly so in the case of goods produced in the South to be traded and sold in the North, as the case of Starbucks illustrates. By the end of the 1990s, Starbucks, operating through an NGO called Conservation International (CI), arrived at the region of El Triunfo, in Chiapas, and contacted the producers' cooperatives that were trying to find a market for their product. CI promoted Starbucks standards to raise the coffee quality and won the control over the production system. Meanwhile, the producers forced to sell their coffee through the largest trade company (AMSA) against whom the cooperatives were created, lost the control over their own organization. When some cooperatives refused the deal, they suffered divisions but could survive thanks the Fair Trade (FT) network in Chiapas
Keywords CAFE Practices  coffee producer coop- eratives  conservation coffee  El Triunfo Reserve  fair trade  Starbucks
Categories (categorize this paper)
DOI 10.1007/s10551-010-0584-0
Options
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

PhilArchive copy


Upload a copy of this paper     Check publisher's policy     Papers currently archived: 65,593
External links

Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library

References found in this work BETA

Add more references

Citations of this work BETA

Add more citations

Similar books and articles

Fair Trade’s Sustainability: A Case Study of Coffee Producers in Chiapas Mexico.Sarah A. Bigney, Mark Haggerty & Stephanie A. Welcomer - 2010 - Proceedings of the International Association for Business and Society 21:158-162.
The University and the Moral Imperative of Fair Trade Coffee.Gavin Fridell - 2004 - Journal of Academic Ethics 2 (1):141-159.
Fair Trade in Mexico and Abroad: An Alternative to the Walmartopia?Jesús Alvarado - 2009 - Journal of Business Ethics 88 (S2):301 - 317.

Analytics

Added to PP index
2013-09-29

Total views
22 ( #500,182 of 2,462,067 )

Recent downloads (6 months)
3 ( #223,080 of 2,462,067 )

How can I increase my downloads?

Downloads

My notes