This paper argues that the pressures for fair trade to substantially increase market access for marginalized producers in the global South and subsequently move fair trade out of niche into mainstream markets is reshaping the boundaries of the movement. We suggest that going mainstream carries with it the danger of appropriation of the more convenient elements of fair trade by the commercial sector and loss of the more radical edges. This paper examines the changing discourse surrounding fair trade, critically reflecting on the movement's history to understand how its evolution to date might influence its possible futures. The paper concludes by exploring how various elements within the fair trade movement are trying to retain a radical edge in order to continue to provide a critique of the dominant paradigm of business and trade.

This paper examines the modern iterations of ethical consumption which, we argue, are dominated by a highly individualised form, 'shopping for a better world', and marginalises the more overtly politicised and collective approach. This dissociative transformation of ethical consumption is illustrated through the case example of the fair-trade movement. We explore two related literatures, geography and politics, to suggest that the (re-)creation of ethical spaces hold great promise for expanding sales, shortening the distance between producer and consumer and reinvigorating the message of reforming and transforming international trade relations.

18Funding: This research did not receive any specific grant from funding agencies in the public, 19 commercial, or not-for-profit sectors. 20 21 22 pressurized training environments rather than relying on greater amounts of training to help 39 performers adjust to pressure. Future research should develop practical pressure 40 manipulations, conduct retention tests, and measure performance in competitive or real-life 41 scenarios. 42 43

PurposeThere is a growing academic literature exploring the fair trade movement but, to date, there has been little explicit discussion of accountability within the movement. This paper aims to cast the development of the fair trade movement within a shift from trust‐based relationships to standards‐based systems. The authors particularly aim to focus on the dominance of an external accountability approach being used for Fair Trade Labelling Organization International (FLO) certified products versus an internal accountability approach being adopted through organizational self‐assessment of World Fair Trade Organization (WFTO) members.Design/methodology/approachWhile this is predominantly a conceptual paper, the authors draw on primary research with northern and southern fair trade organizations (FTOs). Five southern FTOs were interviewed along with three northern FTOs.FindingsThe paper illustrates the conflict that Power expressed about trust increasingly being placed in formalized “rituals” of auditing rather than in organizations. Standards‐based certification has played a crucial role in mainstreaming fair trade food which reduces the trust relationship to a label and relies on market‐based mechanisms of “ethical consumerism” to signal (dis)content with the operations of the certification system. By contrast, organizational self‐assessment under development by WFTO, which has proven popular amongst southern FTOs, fitting their organisational culture(s) and contributing to organisational learning and democracy, creates greater accountability to internal stakeholders such as producers.Originality/valueThis paper draws direct comparisons between the FLO system of certification of products and the WFTO process of self‐assessment of organizations. It demonstrates that the WFTO system builds on the movement's tradition of democracy and trust. Producers, southern FTOs, and northern FTOs must demonstrate their democratic principles throughout the supply chain up to consumers. Conversely the FLO system governs the products themselves and largely leaves the participants, other than producer groups, free of demands for corporate social responsibility and organizational learning.

Purpose -This paper examines the ethics of marketing both fair trade products and the movement's message of change, as fair trade shifts from a distribution system that relied on alternative distribution channels to one that is increasingly reliant on the commercial mainstream. The marketing of fair trade through mainstream commercial distribution channels has been the major success and the major challenge for the fair trade movement over the past decade. Design/methodology/approach -A conceptual approach and discussion are taken. Findings -First, we introduce the term "Clean-wash" to describe a range of ways in which marketing fair trade through mainstream distribution channels creates opportunities for commercial businesses to appropriate and regulate the terrain. Second, the paper illustrates how mainstream marketing of fair trade has shifted the message of fair trade from participation in an international programme of trade reform to one about "shopping for a better world". Finally, the paper explores a number of innovations the movement is using that protects the integrity of the principles of fair trade and sells both products and the message of change.Research limitations/implications -Innovations discussed in the paper termed "the Alternative High Street", see the merging of consumption with social action, and counter-pose them with the mainstream idea of ethical consumerism. The concept of an Alternative High Street describes the fair trade movement's attempts to address the challenges and dangers of mainstreaming, and presents a way of thinking about the co-creation of value between producers, retailers and consumers. Originality/value -This paper will be of interest to marketing professionals and "values-driven organisations", providing a case study of how a seemingly highly successful brand marketing strategy may actually undermine the original ethical interest of a venture.