Abstract
Founded in 2004, soleRebels is an organisation that recycles truck tires to produce a range of shoes and sandals that are marketed to ethical consumers in the Western world. The founder spotted an opportunity to use recycled materials, market a Fair Trade product to ethical consumers, and, in the process, bring sustainable jobs to her community. The company is based in a food-insecure, drought-prone region in Ethiopia and its success has helped alleviate some of the problems faced by the local community. This purpose of this case is to demonstrate the principles of Fair Trade and facilitate the exploration of sustainable marketing.
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SAGE Business Cases
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SAGE
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London
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DOI
10.4135/9781473937499