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Institute of

MA Market Analysis


Fairtrade 2.0

Lead Institute MA Institute of Market Analysis
Involved Institutes MA Institute of Market Analysis

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Fairtrade 2.0 - Coffee Made in Africa

This project analyses coffee value chains in which the coffee processing and packaging takes primarily place in the producing African country and compares them to other coffee value chains.


Background and Objective

Many agricultural products are exported as raw materials from African countries; with the result that processing and thus the majority of value added takes place outside the producing African country. This is particularly true for products that are predominantly grown by smallholder farmers, such as coffee, cocoa and cotton.

Fairtrade value chains have already been established and do little to change this fundamental problem for producers. Therefore, more and more initiatives try to expand and improve the conventional Fairtrade certification and to generate as much of the value added as possible within the producing place and with local population. These initiatives see themselves as "Fairtrade Plus" or "Fairchain" and often have the character of innovative start-ups.


Based on a coffee case study, we investigate the economic effects of fairchain value chains in the countries of origin searching for following answers:

  • Concept for the comparison of fairchain, conventional fairtrade and conventional value chains.
  • Which economic advantages can achieve local actors in the growing coffee regions  through a fairchain value chain?
  • Are there further advantages for the local actors in the growing regions besides the direct economic effects? For example, with regard to the distribution of know-how, ownership and risks within the value chain?
  • What role does traceability play for the corresponding value chains and certification systems for the enforcement of sustainability goals in the areas of economy, ecology and social conditions?
  • To what extent can digital solutions change the character of certification systems?


Dr. Aida González-Mellado

+49 531 596 5316


2.2022 - 1.2026

More Information

Project status: ongoing

Publications to the project

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