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This is a free case study offered by MIT. In 2008, the Fair Trade Coffee market was facing a growth crisis. Many in the industry believed that survival would require mainstreaming Fair Trade Coffee into nonspecialty brands like Folgers and Maxwell House. However, the question was whether a mainstreaming strategy would compromise the economic and social standards that were at the heart of Fair Trade. 

Learning Objective - To highlight the challenge in deciding when a product should be mainstreamed and when it should remain in a niche category, particularly when that niche category is dedicated to socially responsible business practices.

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