Making trade fair? : an examination of the relationship between Cafedirect and a coffee co-operative in Tanzania

• Main Author: Tallontire, A.
• Published: University of Bradford 1999
• Subjects: 381
• Online Access: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.528077

Using a qualitative approach, based on a multi-layered case study of Cafedirect, a coffee trading Alternative Trading Organisation (ATO), this thesis explores the nature of partnership in fair trade relationships from the producer to the consumer. This is set in the context of an historical analysis of the emergence of fair trade and contemporary developments in ethical consumption and ethical business. The primary objective of ATOs is to ensure that the benefits of trade accrue to small scale producers, for which the partnership between the ATO and groups representing small producers is central. Partnership in Cafedirect is explored in detail, specifically at the level of the company and in the relationship between Cafedirect and a coffee cooperative union in Tanzania, the KNCU. Along with co-operatives in Latin America and elsewhere in East Africa, the KNCU supplies coffee for Cafedirect's products and receives support from Cafedirect as part of the fair trade partnership. Whilst there are benefits to the KNCU members in terms of a premium price, this partnership has proved problematic. Reasons for the problems in the partnership between the KNCU and Cafedirect are explored through an examination of the requirements for partnership and the context in which the partnership was developed. Key factors are the bureaucratic history of the co-operative and limited commitment to the partnership. The analysis raises questions about the need for ATOs to be more flexible in their interpretation of partnership and the need for development inputs to accompany fair trade initiatives.