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Since the introduction of product certification in the 1980s, fair trade has grown apart from its social justice roots and the focus has steadily shifted away from calls for institutional market reform, corporate accountability, and fair prices, and toward a celebratory embrace of poverty alleviation and income growth through market integration and business partnerships. This paper examines fair trade's narratives of poverty and partnerships, focusing on the brand communication strategies employed by influential fair trade organizations and businesses. These are compared with how fair trade coffee producers in southern Mexico understand and practice partnership, demonstrating some of the ways in which the latter resist narrative framings which position them as entrepreneurial businesspeople first and cooperativistas second. The business partnerships between coffee buyers and producers are highly asymmetrical, and the partnerships that matter most for the Oaxacan coffee farmers are not with global businesses and certifiers, but instead with each other and their producer organizations. These relationships did not originate with fair trade, although, they are, in part, sustained by this system which supports democratically organized producer groups, the sharing of technical and market information, and communal management of the fair trade premium. In contrast to the organizations that certify and market their products, the paper demonstrates how farmers regard their precarious economic circumstances as an issue of social justice to be addressed through increased state support rather than market empowerment. The analytical juxtaposition of farmers' attitudes with fair trade organizational priorities contributes to the expanding literature examining how fair trade policies are experienced on the ground.

Purpose – This study aims to analyze the contribution of revenue and consumption cost of soybean farmers.

Design/Methodology/Approach – Data analysis was done by quantitative descriptive analysis. Data were obtained in the form of numbers then the results of the obtained data were presented in the form of a systematic description. The sample in this study is the entire population of soybean farmers in Muara Batu, Aceh Utara by using census method as much as 50 farmers.

Findings – The results showed that the contribution of soybean farm revenue amounted to 6.94%, non-soybean farming amounted to 48.12%, and out farm activities amounted to 44.94%. This indicates that soybean farming activities are enough to contribute to increase the family revenue. Meanwhile, the average amount of household cost for food is 16,696,800 IDR/Year and for non-food is 8,397,500 IDR/Year. The analysis shows that although the contribution of soybean farming revenue is the lowest than the other farms’ revenue, it is very helpful to the farmers for fulfilling the needs of family consumption cost every year.

Research Limitations/Implications – The object of this research is to study all the farmers who utilize the land for soybean farming in Muara Batu. The research limitations are income contribution and consumption cost of soybean farmers.

Practical Implications – The amount of soybean production produced by farmers is much lower. However, the farmers can still increase their income if the amount of production can be increased by more intensification of soybean farming as tough as the use of superior varieties of soil processing, organic fertilizer on soil, balanced and integrated pest control, and harvesting and post-harvesting to reduce food loses.

Originality/Value – The farmers earned revenue not only from soybeans, but also from non-soybean farm and out farm. Soybean farming activities aim to increase revenues in order to meet the needs of the family that consist of food and non–food consumptions.