Abstract
On April 1, 2008, as part of their ‘Earth Month’ marketing campaign, Walmart stores rolled out their very own Fair Trade CertifiedTM coffee. The press release, sub-titled ‘Retailer Answers Coffee Drinkers’ Demands for Guilt-Free Gourmet Taste,’ read: ‘Bolstering Walmart’s ongoing commitment to environmental issues, these first Sam’s Choice brand coffees… are part of an Earth Month expansion of eco-friendly products that help consumers live better without compromising budget.’ They further reported that the new coffees (including not just a fair trade option but also a brand certified by the Rainforest Alliance, and a United States Department of Agriculture [USDA]-certified organic blend) were all roasted by the world’s first CarbonNeutral® coffee roaster.
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Notes
This argument was first published by the authors in Ian Hudson and Mark Hudson (2003) ‘Removing the Veil: Commodity Fetishism, Fair Trade and the Environment,’ Organization & Environment, 16(4): 413–430.
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© 2013 Mark Hudson, Ian Hudson, and Mara Fridell
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Hudson, M., Hudson, I., Fridell, M. (2013). Things and What They Hide. In: Fair Trade, Sustainability, and Social Change. International Political Economy. Palgrave Macmillan, London. https://doi.org/10.1057/9781137269850_1
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DOI: https://doi.org/10.1057/9781137269850_1
Publisher Name: Palgrave Macmillan, London
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