... trade unions and fair trade bodies could ensure that existing labour standards are met, and improvements in the lives of all workers can occur. Originality/value This paper conceptualises three fair trade mainstream marketing archetypes and suggests why and how the fair trade movement must move...

.... Originality/value To date the fair trade literature has largely focused on socially orientated fair trade organizations in the Northern hemisphere. This research contributes to a gap in the literature in that it examines Trade Aid and the way this organization is addressing mainstreaming. In recent years...