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Berkeley Haas Case Series

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Fair Trade USA: Scaling for Impact
Walske, Jennifer , and Laura D'Andrea Tyson
Publication date: 6/10/2015, pages 1-29

This study focuses on Fair Trade USA, the leading third-party certifier of fair trade products in North America and founder, President, and CEO, Paul Rice's challenges scaling FT USA. The case covers a key point in FT USA's history amidst increasing competition from other certification organizations like Rainforest Alliance, as general market confusion over consumer packaging labels. Rice and his team are grappling with how to make the Fair Trade USA label more prevalent, as well as how to build a viable long-term business model. The case also discusses their role in helping companies like Hershey's develop sustainable supply chains.
 


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