West Elm—a Fair Trade pioneer—has fallen short of its 2020 sustainability goals
West Elm wanted 40% of its products to be Fair Trade certified by 2020. It has a long way to go.West Elm, one among the flood of retailers that have rushed to set ambitious sustainability goals in recent years, disclosed on Monday that it is unlikely to meet a key target geared toward improving the conditions at its overseas factories.
“If it were easy, everyone would be doing it,” said Jennifer Gootman, vice president of social consciousness and innovation at West Elm, in an interview. “We think it’s important to be candid about where we met a goal and where we didn’t and why and the hard work along the path. This is a shift that the industry needs and that customers are demanding.”
The biggest hurdle is bringing factories into the fold. West Elm first has to locate a factory that can produce a required product line at scale and whose owners are interested in the Fair Trade program. From there, it can take six months to over two years to get a factory’s operations in line and gain approval from Fair Trade USA, says Gootman.
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