Aguiar, L. K.3; Vieira, L. M.4; Ferreira, G. C.5; de Barcellos, Marcia Dutra7
1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Royal Agricultural College (RAC), School of Business4 UNISINOS, Business School5 Pontifical Catholic University of Rio Grande do Sul (PUCRS), Master School in Business Administration (MAN)6 Department of Management, Aarhus BSS, Aarhus University7 Department of Management, Aarhus BSS, Aarhus University
Fair Trade certification allows small producers to access international markets and to add value to their products. The Fair-Trade Labelling Organisation certification body (FLOCERT) is responsible for organising and transferring technical information from the consumer market to producers in developing countries. Fair trade certification reduces the complexity of transactions and enables producers to adhere to the certification system. FLOCERT exercises governance power in production sites to meet demand by the enforcement of the standards not dissimilar to what happens in global value chains. Large food retailers have changed practices in the agro-food sector and opened markets to small producers from developing countries. Nevertheless, results reveal that certification imparts in high entry barriers in the form of the need for formal producers' associations, minimum export capacity and costs associated with the certification. Small honey producers associations were not able to fulfil some of the FLOCERT criteria. The criterion relating to the preservation of the environment is only partially met by the associations studied.