Adopting a postcolonial, this research is part of critical studies in Management (Critical Management Studies, CMS). Specifically, it aims to understand the ambivalence of Fair Trade (EC). On the one hand, it was built in opposition to the colonial situation and demands for greater autonomy in the South against the North. But on the other side, fair trade contributes to the perpetuation of colonial rule. It produces control devices and disciplining, driven particularly by the management and marketing. Both movements argue that domination. The first is the construction of Otherness. The ambivalence of the EC then embodied in the stereotype of the Other, broadcast by the mythology of "small producer". It is idealized and guarantor of traditional values, it shows that another trade is possible. But, in counterpoint, is essentialized in a position of inferiority: it is small, marginalized and weak. This picture justifies paternalistic relations. Posed as different, the Other is then prompted to resemble the Western canon. The ideology of development that mimic legitimate. It also is ambivalent. On the one hand, it promises greater autonomy and recognition of the South. But then, if the "small producer" manages to get closer to the Western model, it is still considered as Other, "it is the same ... but not quite." The other side of this mimicry is more control of the North over the South. Therefore, I study the embodiment of these incentives in three situations. The first is the separation between the production locations (south) and consumption (the North). The second is the incentive to rationalize production. The third is the development of the certification of producer organizations. I conclude this research by highlighting the role of ambivalence in the dynamics of capitalism. I then presented the EC as a source of authenticity that can address the critical social and artists whose capital is the object. rationalization of production. The third is the development of certification producer organizations. I conclude this research by highlighting the role of ambivalence in the dynamic capitalism. I then presented the EC as a source of authenticity that will meet the Social critics and artists whose capital is the object.