The fair trade coffee market was facing the crisis in 2008. In the various industry, it is found that the survival will require mainstreaming fair trade coffee in non-special brand such as Maxwell house and Folgers. In the present time, the procedure of mainstreaming fair trade and development of substitute sustainability norms in the industry of coffee is observed. The coffee industry was second most merchandised commodity after the oil. Two or more than two billions cup of coffee were consumed daily (Estevez, Bhat and Bray, 2018). The size of retail coffee market is more than seventy billion in respect of the sale.
In this essay, differences between fair trade and free trade, and the strategies adopted by Fairtrade Labelling Organisation (FLO) to improve mainstreaming of coffee are discussed and examined.
First, it is essential to understand the differences between fair trade and free trade. The fair trade and free trade can sound same but the free trade and fair trade are considered as enemy. The fair trade puts the limitation on the manufacturers and the farmers. The fair trade makes force on the farmers to pay less wages. It accepts the secured working condition. On the other hand, the free trade eliminates the restrictions for all the partners. These restrictions include unregulated international export and international import, exemption of taxes, charges, security of the members and annoying less wages. The fair trade creates the expensive things. On the other hand, the free trade creates cheaper things. The main difference is that free trade requires the employees to earn more, while the fair trade requires the employees to earn less.
For the solution of the problems related to Fairtrade, various plans and recommendations are suggested to enhance the advantages of the Fairtrade and make sure the durable sustainability. It involve both proposals related to supply and proposals related to demand. Some recommendations related to supply contain motivating planters to differentiate their manufacture, adapt conditions of Fairtrade Labelling Organisation to suit general requirements, and mix enticements in co-op association and the administration (Arana-Coronado, et. al, 2018). Further, the suggestions related to demand involve the approaches to improve the extent of the Fairtrade market of coffee. It also encourages Fairtrade Labelling Organisation to stay open and result-oriented related to the procedures and strategies. Following are the strategies to be followed by Fairtrade Labelling Organisation (FLO) to make sure that the mainstreaming of coffee becomes successful-
Co-ops must evade in contradiction of improbability using the various technologies. They are suggested to advance more marketing relations directly with vendors of their goods. The old developed co-ops are previously displaying predisposition to differentiate the marketplace of sales. The Fairtrade can also be endorsed as an option for the producers to differentiate and increase in the fields in which they are generally and globally competitive. The Fairtrade labelling organisation must motivate generation of income by the diversification, making use of the high Fairtrade price and Fairtrade Premium to purchase extra bags where to place familiar eggs (Breuer, et. al, 2018).
It is advised that the great influence on strategies of diversification in high value markets be motivated, making use of Fairtrade coffee like treading stone to enter into more marketplaces and finally the conversion beyond coffee agriculture. In various circumstances, small holders manufacture coffee in ineffective and economic way in the comparison of the production at large scale. Transitioning out of the manufacturing of coffee will help to encompass the advantages of Fairtrade coffee authorisation to the person who want it additionally, since the conversion out of coffee helps in avoiding the domination of market by developed people (Dietz, et. al, 2018).
It is required that the manufacturers should have more sovereignty in pointing and deciding their own codes of practice and making focus on what is significant to them at the time of developing the vision of the Fairtrade Labelling Organisation. The Costa Rica require describing the own established objects so that they may turn to effect, which is useful, proper and better for them. The Fairtrade Premium should be implemented in respect of major advance problems, which are particular to the public for it to have a discernable effect. The communities may improve from involved rural evaluations or other method of root-cause examination to recognise the root reasons of complex problems. These evaluations must be conducted by co-op to improve general importance. It should not be conducted by Fairtrade labelling organisation to improve importance (Ludeke-Freund, et. al, 2018).
It is found that it is very essential to increase the demand market for Fairtrade coffee in respect of the system to be proper in the long period. The main field for the progress is in establishing nations. The tea is major drink full of caffeine. It is consumed in the nations having low income that have high-income progress potential and high income bounce for the nourishment. The manufacturers of the coffee must be motivated to make focus on contravention into the markets. The main limitation of this strategy is that the enhanced consumption of coffee would likely shift drinking of the tea and harm the people who involved in the manufacturing of the tea. Many people face same fights to coffee manufacturers and reside in similar conditions (Martin, et. al, 2018). Contradictory, the tea is generally refined on big farms with holder and employed workers, when coffee is generally produced by producers at small scale. The placing coffee rather than tea should be result in an extra reasonable net allocation of earning since various farmers of coffee at small scale will gain the rewards instead of some rich tea plantation owners and their comparatively badly paid workers (Weber, 2007).
The separation into the market of Chinese may massively enhance the global requirement for the coffee, increasing the prices of market and providing the Fairtrade certified manufacturers more selling chances. The consumption of coffee in China is already enhancing by the 15% yearly. However, local manufacturing is conducting in reply to the increasing requirement, and restricting the capability of China to satisfy the expected local requirement.
The other approach may be to encourage enhanced consumption of coffee in the nations of manufacturing themselves. The strategy to improve requirement in growing nations can be dissimilar. The Caffeine alters severely contend with coffee and are progressively attaining market share in well-established countries. In most of countries, the customers of coffee and the fame of soft drink has been increased extremely. Average per capita consumption of soft drink has increased from eighty-six litres yearly in 1970 to more than two hundred litres yearly in 2000, whereas average drinking of coffee has gradually reduced (Stern, 2006).
Other method are suggested for the retailers of coffee to increase the requirement of Fairtrade coffee to lower the cost of opportunity of Fairtrade preference. This requirement is valid. The retailors of Fairtrade coffee take a premium, which is higher than is acceptable or justified by the real cost gap of Fairtrade beans. Various sellers are exploiting on insensitivity of price of Fairtrade buyers, at the time of creating tough cost-sensitive more opposed to buying the Fairtrade coffee (Schaltegger and Burritt, 2018).
There are combined views to taking Fairtrade coffee in the mainstream. There are various advantages, but there is also a danger. The simple matter for mainstreaming the Fairtrade coffee is that benefits making companies may enhance the volume of sales, thus developing the Fairtrade market and permitting the manufacturers to advantage from Fairtrade costs and practices. Undeniably, it is debated that separation from mainstream market dangers insignificance of Fairtrade. It decreases the advantages incurring to the manufacturers due to the less consumption. However, unsuspecting involvement with typical market threats concentration and movement’s reduction (Martin-Gill, et. al, 2018)
The main problem for Fairtrade specialised label is to keep severe control and vibrant diversity, at the time of opposing against another labels, which are less vibrant. For an example, the honestly traded Starbucks Chosen supplier package. The other problem is to stop corporations from improving their goodwill and reputation of companies by making use of the Fairtrade authorised label as if whole company is Fairtrade authorised when only a lesser portion of their produce is Fairtrade authorised (Pedersen, Gwozdz and Hvass, 2018).
The essential productivity gains can be completed by motivating co-ops to part of subcontract of the manufacturing chain that they work less effectively. For an example, by using of the conveyance intermediary like the local people having a truck may secure the co-op from adopting the dangers and price related with conveyance. The knowledge leads to proficiency advantages, so making pair of the actions implemented by co-op and making contract out portions of chain to more specialist, effective provision renders may save cash, enhancing advantages for producers, and increasing advantages of Fairtrade to large groups (Rich, et. al, 2018).
The Government has important part to render public goods in market like roads at the time of ignoring the involvement in private capacity expansion. However, it must be open to public-private partnership for establishment or preservation of investment or more relevant schemes. For an example, government must be open to co-funding of well-being investment (Sachs, 2005).
It is required by co-ops to establish tools, which incentivise the good long period of actions. These make the act of a co-op tougher. It is also required more specific academic capability and knowledge, but the application would help the co-op to stay positive and viable in long period. Some tools may involve the relational system of voting (Robertson, 2018).
As per the above discussion, it is clear that the Fairtrade coffee influences manufacturers in various manner. Since disassembling of international coffee contract, modifications in marketplace of coffee have been important. The failure of the international allocation method has directed to cost instability and substantial over deliver that continues to threaten producers of backward area. Other results involve the shifting of value added procedures from establishing to developed nations and rising strength and impact of big company roasters. The marketplace attention, problems related to framework, the divided scope of the markets of products and improper detail all contribute to the susceptibility of coffee manufacturers at small scale.
References
Arana-Coronado, J. J., Trejo-Pech, C. O., Velandia, M., and Peralta-Jimenez, J. (2018) Factors Influencing Organic and Fair Trade Coffee Growers Level of Engagement with Cooperatives: The Case of Coffee Farmers in Mexico. Journal of International Food & Agribusiness Marketing, 25(1), pp. 1-30.
Breuer, H., Fichter, K., Ludeke-Freund, F., and Tiemann, I. (2018) Sustainability-oriented business model development: principles, criteria and tools. International Journal of Entrepreneurial Venturing, 10(2), pp. 256-286.
Dietz, T., Auffenberg, J., Chong, A. E., Grabs, J., and Kilian, B. (2018) The Voluntary Coffee Standard Index (VOCSI). Developing a Composite Index to Assess and Compare the Strength of Mainstream Voluntary Sustainability Standards in the Global Coffee Industry. Ecological Economics, 150, pp. 72-87.
Estevez, C. L., Bhat, M. G., and Bray, D. B. (2018) Commodity chains, institutions, and domestic policies of organic and fair trade coffee in Bolivia. Agroecology and Sustainable Food Systems, 42(3), pp. 299-327.
Ludeke-Freund, F., Carroux, S., Joyce, A., Massa, L., and Breuer, H. (2018) The sustainable business model pattern taxonomy—45 patterns to support sustainability-oriented business model innovation. Sustainable Production and Consumption, 15, pp.145-162.
Martin, T., Arnal, P. J., Hoffman, M. D., and Millet, G. Y. (2018) Sleep habits and strategies of ultramarathon runners. PloS one, 13(5), p. 25.
Martin-Gill, C., Higgins, J. S., Van Dongen, H. P., Buysse, D. J., Thackery, R.W., Kupas, D. F., Becker, D. S., Dean, B. E., Lindbeck, G. H., Guyette, F. X., and Penner, J. H. (2018) Proposed performance measures and strategies for implementation of the Fatigue Risk Management Guidelines for Emergency Medical Services. Prehospital emergency care, 22 (sup1), pp. 102-109.
Pedersen, E. R. G., Gwozdz, W., and Hvass, K. K. (2018) Exploring the relationship between business model innovation, corporate sustainability, and organisational values within the fashion industry. Journal of Business Ethics, 149(2), pp. 267-284.
Rich, K. M., Muniyappa, A., Yadava, C. G., Manjyapura, G. S., Pradeepa Babu, B. N., Shubha, Y. C., and Rich, M. (2018) Coffee certification in India: Awareness, practices, and sustainability perception of growers. Agroecology and Sustainable Food Systems, 42(4), pp. 448-474.
Robertson, C. (2018) Trade, gender, and poverty in the Nairobi area: Women’s strategies for survival and independence in the 1980s. In Engendering Wealth and Well-being, pp. 65-87.
Sachs, J. (2005) The end of poverty: Economic possibilities for our time. New York: NY Penguin Books.
Schaltegger, S., and Burritt, R. (2018) Business cases and corporate engagement with sustainability: Differentiating ethical motivations. Journal of Business Ethics, 147(2), pp. 241-259.
Stern, N. (2006) Stern Review: The Economics of Climate Change. Her Majesties Treasury. Cambridge: Cambridge University Press.
Weber, J. (2007) Fair trade coffee enthusiasts should confront reality. Cato Journal, 27(1), pp. 109- 117.
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