Mainstreaming fair trade: a discussion through the Lipton tea case
Résumé
Fair trade has undergone a relative exceptional growth for two decades, thanks to the creation and expansion of Fair trade certified food products in large-scale distribution. Fair trade development with a mainstreaming-as-product certification provokes a big debate within the fair trade movement. The aim of this chapter is to explain this controversy with a case study, a partnership between Unilever and the Rainforest Alliance on Lipton tea in order to implement a Corporate Social Responsibility (CSR) strategy in a supply chain context. In this case, a mainstream approach is also pointed out.