Case Study

Building a sustainable, profitable business: Fair trade coffee (B)

9 pages
November 2003
Reference: IMD-2-0104

This is the second of a three case series (IMD-2-0103 to IMD-2-0105). This case takes the reader through the actual creation and growth of the fair trade coffee business from 1985-2001. Here it shows that the case is based on the Max Havelaar company. The Mexican farmers form a cooperative to gain more control over the coffee value chain. In doing so they get both better prices for their work and an overall better quality of life. The distribution side of the business has some success, but not as much as was hoped for.

Expansion, Branding, Fair Trade, Corporate Sustainability Management
1985 - 2001
Field Research
© 2003
Available Languages
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