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Fair enough

by on 15 February 2013

Nina Hoekstra

1581742

JDE-ECONC

14-02-2013

When there is publicity on television about charity, we all feel sorry for the children/adults that are in the publicity. And then we say to ourselves it’s ok, I al ready sponsor a charity. When we buy products or food in store it probably has been true distributive trade. This means they will ask money just for shipping the products or food en maybe even more. The people that make the products of food will only get a small amount of the profit. But wouldn’t it be awesome to sponsor these people, the people who work every day to make their own money to maintain their family, and not give money to the distributive trade. This is possible! Without you would even notice it in your wallet. Max Havelaar made it possible true Fair trade. Fair trade means just what you think it will mean. They are focused to sell the products on the market for a equitable price so the farmers en other producers will get a fair price for their products en they will get the money. This process is indicated with a single mark.

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It is a trend because you can see that over de year there is a grown. Sale products certified of Fair trade have increased internationally previous year by 15%. I think this is because people more and more care about the process from the products. The buyers care more about the origin of the product. And I think the buyer might even feel better about his or her decision of buying fair trade. This is more a psychological aspect of the selling process. When you analyze a trend by a trend pyramid you can divide it in three levels: microtrend, mesotrend en a megatrend. Fair trade is a meso trend. Because it is based on a mega trend. And it also creates awareness amongst consumers that they have specific need. So the consumers have a need to thinks about the environment witch is the top layer of the pyramid/the macro trend. Now the lowest level of the pyramid also called the micro trend, are the products of Fair trade. Like Kit kat or Nestlé, Ben & Jerry and bananas or other fruit types. The big increase is mainly because of the big labels (Ben & Jerry’s and Nestlé). It is remarkable that sale of Fairtrade has known the past year an exponential increase in Eastern Europe and South Africa.

The level of the trend in the life cycles is the follower level. This means is it already invented and the grown already is experienced. So now it’s the time of the followers. I don’t know if the trend is that clear, maybe the trend is been picked up unconscious. Because you’re not going to the supermarket for the banana’s from Fair trade or the avocado’s. But when you are in the store and you just walk in to this Fair trade product there is a big change you buy them.  So what would be your choice and why. Would you choose Fair trade because it makes you feel better or because you really want to support the producers of the product?

Sources:

http://www.fairtrade-winkel.nl/c-89845/wat-is-fair-trade/

http://fairtrade.nl/NL/MainExtendedContent/Wegwijs-in-fairtrade/Definitie.aspx

http://www.maxhavelaar.nl/nieuws/fairtrade-groeit-internationaal-15

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