Smart Alliance: How a Global Corporation and Environmental Activists Transformed a Tarnished Brand

Smart Alliance: How a Global Corporation and Environmental Activists Transformed a Tarnished Brand

by J. Gary Taylor, Patricia J. Scharlin
     
 

Large and wealthy global companies too often fail to acknowledge environmental responsibility or workers' rights. This book tells the dramatic story of one company— Chiquita Brands International—that decided to change the negative paradigm. Formerly the notorious United Fruit Company, a paternalistic organization that gave the name "Banana Republic" to… See more details below

Overview

Large and wealthy global companies too often fail to acknowledge environmental responsibility or workers' rights. This book tells the dramatic story of one company— Chiquita Brands International—that decided to change the negative paradigm. Formerly the notorious United Fruit Company, a paternalistic organization that gave the name "Banana Republic" to tropical countries in Central America, Chiquita defied all expectations in the mid-1990s by forming agreements with the Rainforest Alliance that transformed not only the corporation itself but also an important segment of the banana industry. Gary Taylor and Patricia Scharlin reveal the inside story of how corporate executives, banana workers, local leaders, and conservation advocates learned to work together and trust one another. Over the objections of skeptical critics, Chiquita and the Rainforest Alliance established a Better Banana "seal of approval" to certify genuine efforts to improve soil and water quality, ensure rainforest conservation, and enhance worker health and safety. This chronicle of their collaboration, told objectively and with extensive documentation, presents a promising new model of cooperative behavior-a model that shows how multinational companies can become motivated to solve critical global problems.

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Product Details

ISBN-13:
9780300102338
Publisher:
Yale University Press
Publication date:
03/23/2004
Series:
Yale Agrarian Studies Series
Edition description:
New Edition
Pages:
304
Product dimensions:
5.70(w) x 8.38(h) x 0.98(d)

Table of Contents

Timeline
Preface
Abbreviations
Introduction1
1Risk, Transparency, and Trust7
2Red, White, and Bruised17
3Times Change39
4Why Bananas and Why Chiquita?58
5Strange Bedfellows72
6Grass-Roots Snapshots104
7Blue Bananas126
8Agricultural Antagonists136
9"Daylight Come..."151
10The Many Faces of Corporate Responsibility172
11Leveling the Label Field188
12Unfinished Business201
App. AFundamental Conventions of the International Labour Organization237
App. BChemicals Banned under the Better Banana Program239
App. CSelected Tables from Chiquita's 2001 Corporate Responsibility Report241
App. DSustainable Agriculture Network Members as of 2003250
Notes251
Selected Bibliography267
Index271

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