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The market niche created by Fair Trade (FT), based on principles of solidarity and cooperation, has been partially occupied by large multinational corporations. These companies deploy certification programmes and labels as means of insertion into the FT market. This paper provides an analysis and critique of six independent FT certification programmes identified in the Canadian marketplace. We also offer evidence from two corporate certification programmes in the same market that share the same sustainability concepts and deal in the same product: coffee. Through a neo-institutional perspective, we seek to shed light upon the confusion and ambiguity generated by the presence of multiple FT labels and certification programmes. Finally, we propose a taxonomy of the FT labels and certification programmes found in Canada as an indicator that may be useful for making purchasing decisions concerning FT products. [ABSTRACT FROM AUTHOR]