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The Fair-Trade Concept Implemented in the Mexican Coffee Company Pizpireto

Author

Listed:
  • Violena Nencheva

    (Autonomous University of Querétaro, Mexico)

  • Michael Demmler

    (Autonomous University of Querétaro, Mexico)

Abstract

This article describes the Mexican coffee company in the state of Veracruz - Pizpireto. The company is an innovator in the field for using fair and responsible trade practices throughout its value chain – from harvesting, production, roasting and grinding of coffee, and also in the distribution. The objective of the article is to identify the impact of the implementation of the “Fair-Trade†concept in the Pizpireto company and highlight its innovative methods of working, producing and promoting itself, which is shown through the methodology used – a structured interview, SWOT analysis and marketing mix. Being an innovative company, Pizpireto has had a positive impact and sets a good example by offering high-quality coffee, work caring for the environment and helping local producers.

Suggested Citation

  • Violena Nencheva & Michael Demmler, 2024. "The Fair-Trade Concept Implemented in the Mexican Coffee Company Pizpireto," Economic Alternatives, University of National and World Economy, Sofia, Bulgaria, issue 3, pages 631-645, September.
    • Handle: RePEc:nwe:eajour:y:2024:i:3:p:631-645
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    File URL: https://www.unwe.bg/doi/eajournal/2024.3/EA.2024.3.10.pdf
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    More about this item

    Keywords

    Marketing strategies; benchmarking; coffee industry; responsible trade;
    All these keywords.

    JEL classification:

    • F10 - International Economics - - Trade - - - General
    • F13 - International Economics - - Trade - - - Trade Policy; International Trade Organizations
    • Q17 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agriculture in International Trade

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