Prelim Project: Fair Trade Marketing

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Fair trade is a simple way to difference the lives of the people who grow the things we love. We do this by changing the way we trade works, through better prices, decent working conditions and a fair
deal for farmers and workers in developing countries.

The main vision regarding Fair trade is to create world in which all producers can enjoy secure and sustainable livelihoods, fulfil their potential and decide on their future. The aim is to connect disadvantaged producers and consumers, promote fair trading conditions and empower producers to combat poverty, strengthen their position and take more control over their lives. Fair trade standard social, economic and environmental standards that are set for both companies and the farmers and workers who grow the food we love. For farmers and workers the standards include protection of workers' rights and the environment, for companies they include the payment of the fair trade minimum price and additional fair trade premium to invest in business or community projects of the community's choice.

Fair Trade is a good unique selling point (USP) in advertising of products as not all products or services are fair trade even the ones that don't necessarily use this as a large part of their marketing. For this reason companies may chose to work with fair trade. It is a fairly untapped market as many retailers of clothes prefer to focus on being able to manufacture goods at the cheapest possible price, sometimes resorting to sweatshops. With fair trade, a minimum price has to be paid to workers that produce goods so this defeats the objective of cheap labour for a lot of retailers. If some clothing retailers decide to start manufacturing fair trade products, I don't think a rise in price would have had a hugely negative effect as the quality of goods would be most likely to improve so more consumers would be attracted for this particular reason, as well as the fact that the clothes would be fair trade.

To reassure consumers that their products are part of the fair trade, they licence the use of the FAIR TRADE mark on products and packaging to signal this. When all the ingredients that can be fair trade in a product are, the product carries this mark:

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