Fair Trade and Innovation in the Shopping Channel

Abstract

The emergence of so-called fair trade has revolutionized the field of commercial distribution. Promoted and managed by Non-Governmental Organizations (NGOs), fair trade—or also called equitative—is regarded as an initiative to create innovative commercial channels; within which the relationship between the parties is aimed at achieving sustainable development and sustainable supply This chapter highlights the case of Intermon Oxfam, an NGO dedicated to fighting poverty. Their aim is to use effective tools to empower people to eliminate poverty by themselves. They change livelihoods by promoting local development through the production and marketing of local products. In this case Intermon acts as a private label for products of natural origin. These include staple foods from chocolate, coffee, etc. - to fashion products, such as clothes and accessories. The high degree of brand recognition, and images associated with these products have a strong social component while providing credibility and consumer confidence.