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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.

This paper aims to analyze the conceptions that underlie the notion of “sustainable food” of different social actors based on a study focused on promoting sustainable food strategies on university campuses.

The research incorporates the views of various actors linked to a sustainable food project on the campuses of the National Autonomous University of Mexico (Universidad Nacional Autónoma de México), which is one of the most important universities in Latin America. The study includes a literature review on food sustainability strategies on university campuses and implemented sustainable food programmes in 100 universities worldwide. It also incorporates semistructured interviews and discussion groups conducted with consumers of the university community, 60 smallholder farmers and managers of 23 alternative food networks in Mexico City.

This research evidence the diversity of meanings and perspectives associated with food sustainability and a generalized emphasis on its environmental dimensions, although environmental problems tend to be partially understood. It also highlights the priority students and producers give to the accessibility of healthy foods.

The results of this study revealed important elements, potentially useful for designing sustainable food strategies on the campuses, considering the principles of the rights-based approach to development and social participation.

The research evinces tensions in the definition of food sustainability and its translation into actions from a multistakeholder perspective.