The Challenges of Marketing Fair Trade

An indepth study of the challenges U.S. retailers face in marketing Fair Trade products. Numerous solutions to address those challenges are proposed. A survey of all VT TransFair USA Licensees, as well as a close examination of recently published books and articles, demonstrates the following: the need for educational material designed for retailers, a focus on grass roots building among smaller retailers, more effective marketing materials and research to bring needed creativity to the retail sector.