Fair Trade companies have pulled off an astonishing tour de force. Despite their relatively small size and lack of resources, they have managed to achieve considerable commercial success and, in so doing, have put the fair trade issue firmly onto industry agendas. We analyze the critical role...

This is a case study investigating the growth of fair trade pioneer, Cafe´direct. We explore the growth of the company and develop strategic insights on how Cafe´direct has attained its prominent position in the UK mainstream coffee industry based on its ethical positioning. We explore the...