Trade based on social and environmental responsibility in existing large-scale businesses. Freidberg (2003) Soc. & Cult. Geog. 4, 1 notes that supermarket supply networks are characterized by highly unequal power relations and fetishized standards: ‘cleaning up down South comes cheap’. Hughes (2001) J. Econ. Soc. 1 argues that for ethical trading strategy to make a more significant difference, attention needs to be paid to worker welfare at sites of production, and the terms of trade between retailers and suppliers.