| Popis: |
The objective of the article was to analyze the trajectory of the fairtrade niche as opposed to the food production and marketing regime. For this purpose, we worked in parallel on two levels, at the macro level with the analysis of the state of the art of fair trade as a niche in relation to the agri-food regime, and at the micro level, we applied open interviews to managers, youth, and women in 10 Mexican fair trade coffee organizations, including pioneers and recent ones. The current situation and the key elements of the niche that hinder further changes in the regime were identified by taking up the analogy of the waves in the development of coffee consumption. From the first to the third wave, the niche achieved an adequate quality of learning and inclusion of actors that strengthened it; however, in the fourth wave, the niche incorporated actors from the regime such as supermarkets and transnational companies to increase the volume of sales, but without achieving that these actors generated second order learning, nor shared the expectations of the founders of the niche and thus did not commit to achieving changes in the regime. |
