From fair milk to fair enterprise: the consequences of an unexpected "bricolage"

In recent years, the European Union and the Common Agricultural Policy have made considerable changes in policy related to the dairy sector. After two successive dairy crises in 2009 and 2012, the dairy sector in Belgium was weakened considerably. The Belgian fair-trade milk enterprise, Fairebel, was created by dairy farmers a few months after the 2009 European milk crisis, seeking to develop their alternative, supported, owned by and for traditional dairy farmers. This case study brings into question ‘fair trade’ as a concept and practice in terms of
trade between enterprises in Europe, and the surprise effects of interaction when analysed at both European and regional scales. The study concludes that the best innovation processes are not necessarily radical, and that tinkering – or bricolage – is the path taken by many innovations.