FAIR TRADE

COFFEE
MG-03

BRIEF SUMMARY
What Fare trade is ?
To provide security and economic self sufficiency to

producers.
To empower Producers.
Equity in International trade.

A GLOBAL MOVEMENT
Fair Trade Certification began in Holland in 1988.
Fair price paid to farmers irrespective of price of the

coffee in the market

Benefits over 1.1 million farmers and their families.

HOW DOES IT WORK ?

Make the market work for small producers

FAIR TRADE VALUE CHAIN

MAINSTREAMING
Proper Market segmentation of all type of coffees.
Branding of the fairly traded coffee: Like Kumbakonam

Filter Kappi
Advertisements creating awareness among
consumers.
Broader marketing strategy ( breaking the ideological
commitments)
Increase public awareness of the unsustainable
practices of conventional trade.
Marketing Mix for Fair Trade Coffee.

IMPORTANT TO PRODUCERS: ACCESS

TO MARKETS OR PRICE PREMIUMS ?
Producers should look for Market share.

Economies of scale.
Educate the consumers regarding Fare Trade.
Sustainable Devolvement.

THANK YOU