Linking consumers to producers in fair trade supply chains with the use of blockchain technology

Blockchain technology is increasingly applied in agricultural supply chains but remains underutilized in fair trade contexts. This research explores how blockchain technology can help (re)establish or strengthen the connection between fair trade producers and consumers despite multiple intermediaries and significant geographical distances. Through a literature review to identify consumer expectations regarding fair trade products and a case study in Bolivia on the producer level, this study introduces the concept of a “long-short” supply chain enabled by blockchain technology for agricultural fair trade networks. The paper also discusses managerial implications and potential applications of this approach.