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

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.

Citation

(2008), "Divine and Dubble go mainstream: But fair‐trade chocolate keeps its integrity", Strategic Direction, Vol. 24 No. 10, pp. 13-15. https://doi.org/10.1108/02580540810907056