AUTHOR: Larissa Kanhai
Today a friend asked with surprise if my conference wasn’t cancelled? To this I replied, “Are you kidding? We’re grassroots, we’re like weeds and we’re NOT going anywhere!”
Turns out this pervasive and persistent approach is a legitimate marketing strategy for fair trade! At its very core, marketing is an inherent pillar to the work we do in the fair trade movement – only through increased demand will such an alternative system of trade be effective. But most of the time we feel like we’re preaching to the choir. John Marron of Fairtrade Canada, Ahmed Nassrat from JustUs, Giada Simone of Yupik, and Frank Sarro of Community Natural Foods addressed how to engage retailers to get products on the shelf.
Here are some key messages and tips to offer to retailers: