SAINSBURY’S claims are due to less understanding of the Critical aspects of problem

solving at the bottom of the pyramid that is Farming, A PROBLEM AS OLD AS

CIVILIZATIONS itself.
The transition at the BOP is generally SLOW BUT PROGRESSIVE and the amount of
change brought in by the FAIRTRADE is a progressive one the comparison should be made
based on the PRE and POST Fairtrade effect. The Main concern of Fairtrade not being
profitable was the fact that the industry was not buying the product as it mandated a certain
decent price of the Produce and technically a share in the Profit being generated from the
Produce by the Retailers. The inefficiency of Fairtrade not being able to sell the products was
the CARTEL of the Traders which deliberately break the market and take advantages when
the rest is came to be sold in unregulated markets at Lower Prices.
In Cases where fairtrade has enhanced the products and the Methods and brought in the
Concept of standardized practices has been overlooked upon by the Sainsbury and certain
BOP problems are present due to which the instances of the school children were working in
farms and some bad working condition were one or two examples which were highlighted to
have a biased narrative eroding the significance of the Fairtrade in the consumers buying the
certified products of fairtrade so as to push their self-certified products.
As knowledgeable and aware customers, we should be making conscious decisions of
selecting fairtrade products and thus support a slow but progressive positive change that will
gather momentum once certain bottlenecks are removed. The self-certified products are like
the students writing their own papers and Grading themselves by themselves. SUCH AN
IRONY OF BRANDS WE ASSOCIATE WITH.