Business Unusual
Successes and Challenges of Fair Trade

With steady growth rates of 20% to 30% per year, Fair Trade is leaving the niche and entering the mainstream. International Fair Trade sales exceeded $3 billion in 2006, showing that this alternative business model is possible and economically viable. At the same time Fair Trade has become probably the primary market driver in the broader area of sustainable trading. But how can Fair Trade maintain its principles as it moves mainstream, and how exactly does Fair Trade work?

Business Unusual shows how. Based on the examples of coffee, rice, handicrafts, cotton and textiles, this book delves into the pioneering work of Fair Trade Organisations in developing a truly responsible business model, showing that trading fairly is possible, and encouraging all business actors to apply similar principles. But at a broader level, the book also discusses lessons from Fair Trade for trade policy making, looking behind the reasons for the stalemate in world trade negotiations.

Written by experts and practitioners in the field, the book covers issues such as:

• How does Fair Trade concretely benefit poor and marginalised producers?

• What is the difference between Fair Trade and other ethical trading initiatives?

• What is the right balance between business operations and the mission to make trade more fair for all?

• How can the Fair Trade movement co-operate with multinational companies and still remain critical where necessary?

Including comprehensive facts and figures, broad history and detailed supply chain analysis, yet written in an engaging and accessible style, Business Unusual is a must-have reference book for anyone who wants to take an in-depth look behind the scenes of Fair Trade and trade justice in general.

Jointly published by the four main international Fair Trade associations - FLO (Fairtrade Labeling Organizations International), IFAT (International Fair Trade Association), NEWS! (Network of European Worldshops) and EFTA (European Fair Trade Association) - Business Unusual is also unique in being the best, most up-to-date "insiders" look at the Fair Trade movement available.

165 x 240 mm, 187 pages, paperback.