How can Fairtrade maximize demand and positive producer impact through its supply chain and business engagement?
Résumé
Traders are key - producer level impacts depend on volumes sold to and by traders on fairtrade terms
• Most traders have fairtrade as their core mission or as a mission-driven csr strategy
• Fairtrade engagement does change companies' supply chain behavior
• Company size matters - micro and large companies are the most engaged
• Traders do not believe that their benefits come from standards compliance, but rather from project based partnerships
• Consumers value bananas, cocoa and coffee differently; they are not willing to pay the same fairtrade price for different products.
