Which Fair Trade principles travel to distant sectors? An analysis of social and sustainability enterprises and entrepreneurship in the legal cannabis (marijuana) sector

Abstract

Social enterprises, social entrepreneurship and sustainable business models are increasingly common in sectors where Fair Trade does not have a strong presence (e.g. mobile phones and software). This research asks: To what extent do social and sustainability enterprises and entrepreneurship (SSEEs) in these ‘distant’ sectors engage the principles of Fair Trade? It draws on an in-depth, multi-method case study of SSEEs in the legal cannabis sector in Portland, Oregon, US. It analyzes data from magazine advertisements, public and industry events, and visits to 85 cannabis retailers. The results suggest that SSEEs in distant sectors may not be engaging some of the principles that are at the heart of Fair Trade. These include transparency, accountability, collaborative price-setting, pre-payment, honouring contracts, inclusive governance and worker organizing. SSEEs appear more engaged with the environment and buy-cotting (privileging) small producers, sustainable businesses and marginalized groups. How can Fair Trade encourage and empower SSEEs in distant sectors to engage more principles of Fair Trade?