Is this the beginning of the end for Fairtrade?

On 16 February 2010, Sainsbury’s announced it had replaced Walmart as the world’s biggest retailer of Fairtrade products. £1 in every £4 spent on goods with the distinct blue and green roundel was at the supermarket chain. “I believe in Fairtrade for Fairtrade’s sake. But I also believe in Fairtrade because it gives my business a competitive advantage,” said then chief executive Justin King.
Not any more, it seems. “[Fairtrade] might have been fit