Evaluates the capacity of Fairtrade? labeling to enhance the livelihoods of marginalized producers in developing countries. It looks critically at the evolution of fair trade values and markets, including its somewhat controversial engagement with conventional businesses, and problematizes the role of the "ethical consumer."List of Tables List of Figures List of Acronyms Acknowledgements Introduction What's Fair about Fair Trade The Market The Birth of a Movement and Trade Alternative Fairtrade: Peeling Back the Label Fairtrade Coffee: A Niche Market Fairtrade Impacts on Coffee Producers Ethical Consumption: Revolution from Within? Conclusion ReferencesELISABETH VALIENTE-RIEDL is a Lecturer at the University of Sydney, Australia. She teaches two interdisciplinary postgraduate programs: the Master of Human Rights and the Master of Human Rights and Democratisation (Asia-Pacific). Her research focuses on the role and limitations of international markets in fostering poverty alleviation and wellbeing in developing countries.