Theorization of poverty reduction and environmental conservation drawing on global marketing

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This project explores how Fair Trade and organic farming can contribute to the compatibility of poverty reduction. betterment in small farmers' livelihoods. with environmental conservation. I conducted two case studies respectively focusing on an association of small cotton producers in India and a cooperative consisting of former sugarcane plantation workers in the Philippines ; both had obtained or were pursuing Fair Trade and organic certifications. Primary data were collected through long-term fieldwork in each of the sites. In the former case, under the prevalence of genetically modified(GM) seeds, the two certifications did not release disadvantaged southern small farmers from the existing agrarian capitalism but rather paradoxically led farmers into another form of agrarian capitalism. In the latter case, the two certifications helped former plantation workers become successful land reform beneficiaries and improve their livelihoods. This research project significantly sheds light on the meaning of Fair Trade. organic double certification and specific contexts on which the compatibility of poverty reduction with environmental conservation depends.