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2. Is fair trade coffee sustainable for the mass market, or is it a niche product...

2. Is fair trade coffee sustainable for the mass market, or is it a niche product for the socially conscious and well off?

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A fair trade product, in particular is a product which has been sourced or purchased from where it has been grown or has been manufactured. There are established fair trade certification organizations which attest the fair trade nature of such products. Fair trade certified coffee is one such product which is directly bought from the coffee farms. Fair trade certification is done so as to give fair share of produce to the farmers.

This intervention was done with the objective of giving better prices to the farmers and to enhance their standard of living. However the fair trade coffee is usually priced higher and hence appeals only to the well off segment. The mass markets still buy the traditional coffee from the retail markets which are priced low. So we can say that the fair trade coffee is a product for the niche segment of consumers and cannot be considered sustainable for the mass market.

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