Branding of an Ethical Development Narrative: Fair Trade, Gender, and Peru’s Café Femenino
- 56 Downloads
Much of the support for Fair Trade rests on the expectation that it can promote development for some of the most marginalized Southern producers. Abiding by a number of “ethical” principles, Fair Trade relies on the language of ethics and development to present itself as an alternative to the conventional market, claiming to sell an ethical brand to spur economic and social development. Yet, Fair Trade has faced the need to rebrand its ethical development narrative by extending its ethical principles to include women’s development in order to address gender inequality within cooperatives. A notable response to the unequal distribution of the economic and social benefits of Fair Trade is evidenced in the formation of women-only Fair Trade coffee cooperatives, such as Peru’s Café Femenino. A much-celebrated women-only cooperative, Café Femenino’s focus on the gender dimension of social inequality has increased economic benefits for women. However, despite the incorporation of a robust women-only, local cooperative participatory governance model in conjunction with female land ownership, Fair Trade’s “ethical” market-based development principles still place substantial limitations on women’s development. In evading other important development preconditions, Fair Trade’s ethical development narrative and brand keeps not just women but all Southern producer communities vulnerable, reducing their development potential. This chapter points out some of the misconceptions encapsulated in Fair Trade’s ethical development narrative and brand. The Café Femenino coffee program is an ethical sourcing model committed to ending the cycle of poverty afflicting women coffee farmers across the world.
KeywordsFair Trade Coffee Gender Development Peru Ethical market Participation and governance
- Agarwal, B. (1994). A field of one’s own: Gender and land rights in South Asia. Cambridge, UK: Cambridge University Press.Google Scholar
- Allison, M. (2006, August 12). A cup O’Joe that’s making a difference. The Seattle Times. Retrieved from http://seattletimes.nwsource.com/html/businesstechnology/2003193308_coffee12.html. Accessed 12 Nov 2016.
- Ermann, U., & Hermannik, J. (Eds.). (2017). Branding the nation, the place, the product. New York: Routledge.Google Scholar
- Fair Trade International. (2011a). What is fair trade? Retrieved from http://www.fairtrade.net/what_is_fairtrade.html. Accessed 10 Oct 2014.
- Fair Trade International. (2011b). History of fair trade. Retrieved from http://www.fairtrade.net/what_is_fairtrade.html. Accessed 10 Oct 2014.
- Fair Trade International. (2011c). Our strategy. Retrieved from http://www.fairtrade.net/our-strategy.html. Accessed 10 Oct 2014.
- Fair Trade International. (2018a). Fair trade minimum price and fair trade premium table. Retrieved from https://www.fairtrade.net/fileadmin/user_upload/content/2009/standards/documents/Fairtrade_Minimum_Price_and_Premium_Table_EN_PUBLIC.pdf. Accessed 20 Aug 2018.
- Fair Trade International. (2018b). Our mission and vision. https://www.fairtrade.net/about-fairtrade/our-vision.html. Accessed 20 Aug 2018.
- Francis, C. (2010). Leaving a good taste in your mouth. ECOS Magazine. Retrieved from http://www.ecosmagazine.com/?paper=EC152p16. Accessed 19 Apr 2016.
- Heiliger, E. (2013). Coffee “Tied With a Pink Ribbon”: Transgender phenomena and transnational feminisms in twenty-first century ethical consumer movements. Reconstruction, 13(2), 3–3.Google Scholar
- Hoagland, S. (2006). Female coffee growers find new freedoms in Peru. WeNews. Retrieved from https://womensenews.org/2006/02/female-coffee-growers-find-new-freedoms-in-peru/. Accessed 12 Nov 2016.
- Murray, D., Raynolds, L., & Taylor, P. L. (2003). One cup at a time: Poverty alleviation and fair trade coffee in Latin America. Fort Collins, Colorado: Colorado State University. Retrieved from https://cfat.colostate.edu/wp-content/uploads/sites/63/2009/09/One-Cup-at-a-Time.pdf.
- Nelson, J. (2005a, November 6). From Vancouver to Peru: Women lead a coffee revolution. The Columbian. Retrieved from http://www.coffeecan.org/press-materials/in-the-news/35-from-vancouver-to-peru-women-lead-a-coffee-revolution. Accessed 12 Oct 2016.
- Nelson, J. (2005b, November 7). Helping each other 5,000 miles apart. The Columbian. Retrieved from http://www.coffeecan.org/press-materials/in-the-news/34-helping-each-other-5-000-miles-apart. Accessed 12 Oct 2016.
- Nelson, J. (2005c, November 8). Humility, intellect and taking charge. The Columbian. Retrieved from http://www.coffeecan.org/press-materials/in-the-news/33-humility-intellect-and-taking-charge. Accessed 12 Oct 2016.
- Nelson, V., & Pound, B. (2009). The last ten years: A comprehensive review of the literature on the impact of fair trade. Greenwich: University of Greenwich. Natural Resources Institute.Google Scholar
- Organic Products Trading Company. (2018). Café Femenino. Retrieved from http://www.cafefemenino.com/. Accessed 20 Aug 2018.
- Organic Products Trading Company. (n.d.). Café Femenino. Retrieved from http://www.cafefemenino.com/. Accessed 5 Feb 2011.
- Raynolds, L. T. (2002). Poverty alleviation through participation in fair trade coffee networks: Existing research and critical issues. Retrieved from https://cfat.colostate.edu/wp-content/uploads/sites/63/2009/09/Background-paper.pdf.
- Ronchi, L. (2002). The impact of fair trade on producers and their organizations: A case study with COOCAFE in Costa Rica. PRUS Working Paper No. 11. University of Sussex: Poverty Research Unit at Sussex. Retrieved from http://www.sussex.ac.uk/Units/PRU/wps/wp11.pdf.
- Ruben, R. (Ed.). (2008). The impact of fair trade. Wageningen: Wageningen Academic Publishers.Google Scholar
- Uriarte, I. (2008). Café Femenino: Una Experiencia de Mujeres Emprendedoras. LEISA: Revista de Agroecología, 24(1), 48–48.Google Scholar
- Vogel, D. (2005). The market for virtue. Washington, DC: Brookings Institution Press. Kindle Edition.Google Scholar
- World Fair Trade Organization. (2009). What is fair trade? Retrieved from http://www.wfto.com/index.php?option=com_content&task=view&id=1&Itemid=13. Accessed 20 Sept 2011.
- World Fair Trade Organization. (2011). 10 principles of fair trade. Retrieved from http://www.wfto.com/index.php?option=com_content&task=view&id=1506&Itemid=293. Accessed 20 Sept 2011.
- World Fair Trade Organization. (2018). https://wfto.com/WomensDay2018. Accessed 20 Sept 2017.