Fairtrade was founded to alleviate poverty and economic injustice through a market-based form of solidarity exchange. Yet with increasing participation of transnational food corporations in Fairtrade sourcing, new questions are emerging on the extent to which the model offers an alternative to the inimical tendencies of neoliberalism. Drawing on a qualitative research project of Kenyan Fairtrade tea, this paper examines how the process of corporate mainstreaming influences the structure and o...Expand abstract
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Virtual moralities: the mainstreaming of Fairtrade in Kenyan tea fields
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