This case 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 and his challenges scaling FT USA, and the growth strategies he and his team are debating.
The case study covers a vital point in the history amidst of FT USA increasing competition from other certification organizations like Rainforest Alliance and Utz, as general market confusion over consumer packaging labels. His team and rice are grappling with the best way to make the Fair Trade USA label more prevalent, as well as the best way to build a workable long term business model, and the case discusses the role of FT USA in assisting companies like Hershey's develop sustainable supply chains.
This is just an excerpt. This case is about INNOVATION & ENTREPRENEURSHIP
PUBLICATION DATE: June 10, 2015 PRODUCT #: B5836-HCB-ENG
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