I have been casually following the responses to the study
completed at the University of London claiming Fair Trade does not do what it
claims. I will openly admit right now that I do not have all the facts, so this
is my opinion. Please feel free to comment so we can discuss.
The article by Nora Burkey posted on Daily Coffee News (http://dailycoffeenews.com/2014/07/09/in-defense-of-fair-trade-a-response-to-the-farmworker-problem/)
had one major point that I really grabbed hold of. I really don’t like adding
large quotes, but I think she says it best:
“Fair Trade was never about paying a fair price to farmers in exchange
for making sure that all their workers were treated well. In fact, Fair Trade
was never equipped to manage farmers or development projects at all. Fair Trade
began with a commitment to buy only from cooperatives. By belonging to an
organization, small landowning farmers can achieve direct market access through
said organization instead of selling their coffee to coyotes for next to
nothing. This type of system allows farmers ownership of their production and
land, and not just their labor.”
At this point in the piece, Burkey is defining what Fair
Trade is. Why would she have to do this when it is part of larger discussion? I
think it is because people, like me, who are reading these articles and
blasting people on the internet don’t actually know what Fair Trade is and what
its ultimate goal is. This struck me because it made me realize I had a false
understanding of what Fair Trade is. I don’t think I am the only one either.
My understanding was that the goal of Fair Trade was to make
the lives of the farmers better. It was a little piece of piety. I looked at it
more like I was donating to a non-profit, a charity effort. I never knew that
it is more like “buying local” to support businesses. Fair Trade is not
charity; it is buying to empower the little guy.
I’m not sure how I came to my false perception of Fair
Trade. I choose to blame the current marketing approach of Social Guilt (thank
you Sara McLaughlin for being so effective). Our society has become much more conscious
of our decisions affect the world around us. So it is not unreasonable that
consumers see pictures of malnourished farmers and are told to buy Fair Trade
that they come to the conclusion of Fair Trade = helping starving farmers. I
also think modern people are more willing to support good/helpful efforts that
do not inconvenience them. So it makes sense that they would support starving
farmers by only purchasing a particular brand of coffee. Everyone else should
too!
The issue is misinformation breeding more misinformation,
resulting in a study that claims Fair Trade does not do what everyone believes
it should. Then we have scandal, as this study is being viewed.
I think I am still on the fence about Fair Trade. I am not
against it, but I have not bought into believing it is the only thing anyone
should ever buy. I do believe in sourcing responsibly and ethically. Right now,
I believe most people are using Fair Trade as an easy out, rather than putting
in the work that would be required for sourcing in such a way.
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