Tactical ethics: how the discourses of fairtrade and black economic empowerment change and interact in wine networks from South Africa to the UK.

This paper explores the spaces and power relations of ethical foodscapes. Ethics can offer a commodity a valuable unique selling point in a competitive marketplace but managing the changeable and multiple motivations for stakeholder participation throughout the commodity chain in order to utilise this opportunity is a complex negotiation. Through exploring the spaces and relations within three South African– UK ethical wine networks, the discursive tactics used to sustain these are uncovered. The discourses of Fairtrade, Black Economic Empowerment and organics are highly adaptive, interacting with each other in such a way as to always be contextually appealing. This ‘tactical mutability’ is combined with ‘scales of knowing’, which, this paper argues, are essential for network durability. ‘Scales of knowing’ refers to the recognition by stakeholders of the potential for different articulations of a discourse within the network, which combines with ‘tactical mutability’ to allow for a scalar, contextual and ’knowing’ (im)mutability to ensure the discourse’s continued appeal. However, even when one discourse is the ‘lead’ it always folds within it linkages to other ethical discourses at work, suggesting that ethical practice is mutually supportive discursively. This means that at the producer end ethical interactions may offer more capacity to enact genuine transformation than the solo operations of a discourse.

Connecting the complex ‘lived’ world(s) of Fairtrade

Although certified Fairtrade continues to use discourses of defetishization, its move into mainstream markets has acted to refetishize the consumer–producer relationship through the use of a standardized label, which acts as a substitute for engaged knowledges. Through Fairhills, a South African Fairtrade wine project, this paper explores the contextual complexity on the producer side of the commodity network. By incorporating the national discourse of Black Economic Empowerment into its operations, both in Fairhills and in South Africa in general, Fairtrade has adapted to this context, ensuring its relevance and credibility to stakeholders. However, in the UK, little more information than that commonly associated with Fairtrade is offered to Fairhills consumers. The particular market challenges facing Fairtrade wine in the UK make this negotiation between regulation and representation extremely pertinent. A productive way forward may be to conceptualize commodity fetishism as a continuum rather than a binary particularly when considering the difficult balance required when adding complexity to the targeted message of the existing label. This strategy for the sustainability of Fairtrade may be enhanced by utilizing the micro-level dynamism and adaptability that this paper shows is inherent, and indeed essential, to the durability and transferability of the discourse of Fairtrade.

Fairtrade movement

An outline is provided of how the fair trade movement has developed and its success in stimulating the production, circulation and consumption of fair trade products. Critical debate over the core message of the fair trade movement, that buying fair trade products can transform producers’ lives in the global south, is highlighted. A body of ethnographic research contributes to this debate by examining the significance of fair trade in producers’ lives.