Robbe Geysmans

“Fairtradization”: a performative perspective on fair trade markets and the role of retail settings in their enactment

ABSTRACT In line with the Callonian approach in economic sociology, this paper introduces the concept of “fairtradization” to analyze the assemblages of human agents, material devices, and discourses through which the fair trade market is enacted. We argue that the retail setting is a key site for the enactment of particular versions of “fair trade,” focusing on a case study of the newly designed world shops in Flanders (Belgium). We reveal that the new shop design – aimed to address particular overflows resulting from the mainstreaming of fair trade – constitutes a multivocal shopping environment that enables four analytically distinct enactments of fair trade shopping. Our analytical approach opens up a more dynamic and complex understanding of fair trade beyond the unidirectional diagnosis of mainstreaming. More generally, it provides support for a radically performative view of consumption markets, pointing to the importance of retail settings as socio-material spaces for their enactment.

The evolution of the discourse of a Belgian fair trade organization: a two-dimensional history

This paper aims to provide a detailed account of the evolution of the fair trade discourse of a Belgian fair trade organization, with a specific focus on the changes in the combination of the organization’s trade and social (movement) dimensions.,This study is based on an analysis of the organization’s discourse as found in the member magazine at four periods. These four periods cover different phases in the life history of the organization and in the broader fair trade field.,Throughout the organization’s history, both social (movement) and trade dimensions know drastic changes, also in their mutual relationship. In the earliest history, trade practices are clearly subordinate to goals of a socialist-inspired societal change, while in the more recent history, trade has permeated the entire discourse, putting the trade dimension in a more central position. However, both dimensions seem to evolve in a connected way, as the discourse shows clear similarities on both, and evolutions can be related to changes in the organization’s broader field.,Focusing on the discourse of a specific fair trade organization breaks with a tradition of broad notions of a fair trade history. Moreover, this case provides insight into the evolution of the mix of both social and economic dimensions within a specific organization, and connects this to evolutions in the broader (fair trade) field.

Placing the Distant Other on the Shelf: An Analysis and Comparison of (Fair Trade) Coffee Packages in Relation to Commodity Fetishism

Fair trade has been praised for ‘de-fetishizing’ commodities by providing consumers with information on the production of the commodity. Various empirical studies of fair trade marketing materials have generated critique of this vision. However, these focused on materials produced by engaged fair trade organizations. As the fair trade concept has entered the mainstream, fair trade products have found their way into supermarkets. In this setting, these products are confronted with competition, both internal (with other fair trade products) and external (with non-fair trade products). In this article, we argue for a broader focus when studying the relationship between fair trade and defetishization. Our argument is based on a study of whether and how defetishization is advanced on packages of ground coffee within the retail landscape of Flanders, Belgium. Several categories of packages can be distinguished, based on brand (e.g., fair trade advocate, regular brand, retailer house brand) and label (e.g. fair trade label; other social label; no label, but origin is emphasized in the product name). We demonstrate the difficulty of distinguishing these packages based on the visual and textual information they carry (beyond the label), which complicates the identification of any clearly distinct ‘fair trade message’ on these packages. Instead of serving a clear ‘defetishizing’ function, these messages are mixed, interchanged, and adapted. We argue that this could be a direct consequence of perceived or actual changes in the consumer publics inherent to the mainstreaming of fair trade.