The World Fair Trade Organization: Scaling equitable business models
This case study shows how fair trade and other mission-led enterprises can be economically viable while simultaneously generating important social and environmental benefits. In contrast to conventional business models which prioritize short-term financial returns to shareholders, mission-led businesses put social and environmental goals on a par with economic ones, thereby overcoming a key structural driver of inequality and environmental damage. The case study focuses on Ghana but shows how the WFTO, a global umbrella organization, is enabling many small mission-led businesses to spread horizontally and bring the fair trade model to scale while staying rooted in their local community. The case study suggests that scaling could be accelerated with supportive government policy.