Thanks to fair trade organizations, small producers of Southern countries could learn the skills of entrepreneurship. And yet, even when they have become aware of the demands inherent to northern markets, fair trade producers can be regarded as individual entrepreneurs, unbiased by the principle...

</titre> Fair trade is based on the idea that consumer want to be just. Consumer must therefore spot products whose price is fair. For that purpose, he relies on labels which serve justice. Yet, fair trade labels are rather seen as a guarantee of quality. Moreover, to rely on labels avoids to consumer...