A thought on the perception of Fair Trade products - From the dusty backrooms of church bazaars to..
TOPIC:
Sustainable Business
2009-03-12 | 07:57:34
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260
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0
I have chosen the heading sustainable business for my latest conundrum-thought-provoker on the FT movement, as I believe we will only become sustainable if we project success and pride.
On the eve of World Fair Trade day, I would like you all to give a thought on how you have been marketed & how you market yourselves... I for one believe that a Fair Trade product should be positioned as a premium product. The 'shame-factor' is not a USP. Sympathy simply does not sell. We pay a premium to buy free-range eggs, organic coffee, pesticide-free wine, and heaven-knows possibly arriving soon - mayo hand-blended only to the sounds of operatic music in the background. Why not the same for handmade Fair Trade art & gifts?
I am proud of the workmanship, quality, talent I observe daily, the happy hands translating into beautiful art. Why should we be sold as a 'shame, save the world with your keychain' banner? Why not 'high-end gifts that make one smile'?
I for one would like to see FT craft move away from the dusty backrooms of church bazaars & hippie communes to high-end retail - we should not be ashamed to feel proud!
On the eve of World Fair Trade day, I would like you all to give a thought on how you have been marketed & how you market yourselves... I for one believe that a Fair Trade product should be positioned as a premium product. The 'shame-factor' is not a USP. Sympathy simply does not sell. We pay a premium to buy free-range eggs, organic coffee, pesticide-free wine, and heaven-knows possibly arriving soon - mayo hand-blended only to the sounds of operatic music in the background. Why not the same for handmade Fair Trade art & gifts?
I am proud of the workmanship, quality, talent I observe daily, the happy hands translating into beautiful art. Why should we be sold as a 'shame, save the world with your keychain' banner? Why not 'high-end gifts that make one smile'?
I for one would like to see FT craft move away from the dusty backrooms of church bazaars & hippie communes to high-end retail - we should not be ashamed to feel proud!