Abstract
The market of fairtrade products is increasingly present in major large-scale retailers. The fairtrade mark signals that producers and traders have met the fairtrade standards designed to address the imbalance of power in trading relationships, unstable markets and the injustices of conventional trade.
Highlights
The global food system is in a critical situation over the conditions in which food is cultivated, transformed and distributed
At the head of the chain, small farmers are first affected by the imbalance: the world over, half the population of small farmers lives in abject poverty despite that they farm some of the most profitable crops on the international market
The situation of small farmers is even more worrying when considering that according to some estimates production will have to double by 2050 to meet the increasing global demand for food
Summary
The global food system is in a critical situation over the conditions in which food is cultivated, transformed and distributed. At the head of the chain, small farmers (who produce 70% of the world's food) are first affected by the imbalance: the world over, half the population of small farmers lives in abject poverty despite that they farm some of the most profitable crops on the international market (coffee, cocoa, tea, sugar, exotic fruit, etc.). Emerging Issues in Management (symphonya.unimib.it), 5, 41-45 In this context, fairtrade standards are an important and indispensable element for many global retailers who are greatly integrating guaranteed products into their consumer mix and basic raw material supply policies. Fairtrade standards are an important and indispensable element for many global retailers who are greatly integrating guaranteed products into their consumer mix and basic raw material supply policies This is most evident in Northern European markets that lead the field in dealing with these problems, bringing about a veritable boom in consumption. The numbers show exponential double-figure growth in recent years when compared to the estimated 100 million euro Italian market in 2015, excluding estimates on per capita consumption
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