Fair Trader: Rebranding a fairtrade cooperative

This case study describes how a complete re-branding and design overhaul saw Fair Trader, a cooperative model based on selling fairly traded products in the UK, move from loss to profit in just 12 months.

Fair Trader: Rebranding a fairtrade cooperative

WPA Pinfold

Executive summary

18 months after launching the Fair Traders Cooperative, the Society was facing closure. The organisation was making a loss and the business model was not working — the notes to accounts for that year say it all:

"…the company has reported an operating loss for the year. The directors consider that the outlook presents significant challenges in terms of sales volume and pricing as well as input costs. Whilst the directors have instituted measures to preserve cash, these circumstances create material uncertainties over future trading results and cashflows.

The...

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