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June 29, 2023

How to scale up sustainable markets without sacrificing principles

By Benjamin Huybrechts, Helen Haugh and Bob Doherty
A worker on a fair-trade pineapple plantation, Thailand. Changes have been made to the original standards of organisation Fairtrade International’s certification over the years (Photo: Brent Lewin/Bloomberg)
A worker on a fair-trade pineapple plantation, Thailand. Changes have been made to the original standards of organisation Fairtrade International’s certification over the years (Photo: Brent Lewin/Bloomberg)

Sustainable markets need to grow to evolve but often face the risk of diluting their ethical values. How did Fairtrade International tackle this thorny problem? The fair trade, microfinance, local food and ethical investment markets were all created to offer a fairer, “moral” alternative to regular markets. Markets like these, which...

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