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Separately from the «Fairtrade» brand, some reputable retailers have introduced their own social responsibility policies and programmes which also claim to improve conditions for workers and growers in the companies that they buy from.
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On the face of things all these initiatives might be seen as lifting people into better lives – but whether the words «fair trade» are yet an accurate description of reality needs to be questioned.
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There remains an enormous discrepancy between pay, conditions, and opportunity that Europeans would regard as acceptable or «fair», as compared with those of the producers of most products being bought.
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