The reliability of product-specific eco-labels as an agrobiodiversity management instrument

This paper seeks to understand why multinationals prefer to launch a label specific to their own product and examines how reliable these product-specific eco-labels are. A new methodology is applied to assess the extent to which eco-labels live up to claims about their contribution to conservation and the sustainable use of agricultural biodiversity. Product-specific eco-labels are considered as industry self-regulation and all three regulatory stages are studied: the planning, implementation and outcome stage. There are major differences between the product specific eco-labels in the degree in which agrobiodiversity management is part of the normative labeling schemes. Although there are some problems of reliability, such as transparency in the implementation stage and the monitoring in the outcome stage, the degree of reliability of product-specific labels is comparable with eco-labels of international labeling families. The conclusion is that only one of the product-specific eco-labels examined here is reliable when examined in the light of all three stages. The main reason why multinationals establish a product-specific eco-label instead of adopting one from an existing labeling family is that they want to profile themselves as distinct from other companies. The unique character of a product-specific label creates a market opportunity for them

In search of a golden blend: perspectives on the marketing of fair trade coffee

Fair trade markets for commodities have considerable potential to contribute to the achievement of sustainable development goals, but realizing this potential will depend upon 'scaling up' fair trade's impact. Unfortunately, from a marketing and consumer behaviour perspective, fair trade markets remain relatively under-researched and poorly understood in comparison to the mainstream. Using fair trade coffee as an example, this paper proposes an alternative to the dominant view that the key to expanding fair trade market share is a focus on greater 'commercialization'. It highlights the potential of social marketing to promote the principles of fair trade, in a way that complements the emphasis on brand-building strategies for fair trade products. An approach that blends a commercial and social marketing orientation perhaps has the greatest potential to maintain fair trade's distinctive nature, while contributing to the achievement of its social and economic goals. Copyright © 2005 John Wiley & Sons, Ltd and ERP Environment.