From AgriMarketing Magazine - In the first article in our series – Should the Supply Chain Play Fair?—we discussed whether consumers want a just and equitable supply chain. Initial survey results showed that consumers do perceive alternative production systems, in our case organic bread, to partially alleviate some of the inequality of profits across the supply chain. In particular, the perceived profits received by small farmers from the sale of an organic loaf of bread increased by 71% as compared to the sale of one loaf of non-organic bread.