The Fair-Trade Concept Implemented in the Mexican Coffee Company Pizpireto

This article describes the Mexican coffee company in the state of Veracruz - Pizpireto. The company is an innovator in the field for using fair and responsible trade practices throughout its value chain – from harvesting, production, roasting and grinding of coffee, and also in the distribution. The objective of the article is to identify the impact of the implementation of the “Fair-Trade” concept in the Pizpireto company and highlight its innovative methods of working, producing and promoting itself, which is shown through the methodology used – a structured interview, SWOT analysis and marketing mix. Being an innovative company, Pizpireto has had a positive impact and sets a good example by offering high-quality coffee, work caring for the environment and helping local producers.