From the fair trade concept to a symbiotic sustainability business model: the case of Unilever and the Lipton-Rainforest Alliance partnership

The fair trade concept offers a means to improve the livelihoods of small producers, respond to social issues, and contribute to environmental health. The purpose of this embedded case study is to examine how the fair trade concept can be transformed into a symbiotic sustainability business model between NGOs and companies. This was approached through an in-depth examination of the fair trade concept as applied by Unilever in building a symbiotic sustainability business model through a collaborative partnership between Lipton and the Rainforest Alliance NGO to launch today's global sustainable tea market. The company's actions in this regard have proven to be positive for the company itself, its suppliers and consumers. The insights derived from this case study can be used to implement changes in managerial practices, revise government policies, agricultural practices, and economic measures, and bring about positive social changes for small producers.