Divine and Dubble go mainstream: But fair-trade chocolate keeps its integrity

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Strategic Direction

ISSN: 0258-0543

Online from: 2002

Subject Area: Strategy

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Document Information:
Title:	Divine and Dubble go mainstream: But fair-trade chocolate keeps its integrity
Source:	Strategic Direction, Vol. 24 Iss: 10
pp:	13 - 15
Keywords:	Chocolate, Economic sustainability, Fair trade
Article type:	General review
DOI:	10.1108/02580540810907056 (Permanent URL)
Publisher:	Emerald Group Publishing Limited
Abstract:	Purpose – The purpose of this paper is to investigate the advantages and disadvantages of “mainstreaming” fair trade in the UK retail sector through the example of The Day Chocolate Company. Design/methodology/approach – The article draws on the experience of employees and former employees of the company to provide inside knowledge of this fair-trade social enterprise. Findings – This paper demonstrates how radical mainstreaming by 100 percent fair-trade companies can strengthen the fair-trade message and not undermine the original ethical interest. Practical implications – The article provides valuable insights for stakeholders in the fair-trade movement. Originality/value – The article demonstrates the value of such intangibles as relationships and networks.