“Impressive…[Readers] will be rewarded with greater understanding of historical developments that changed the relationship between consumers and producers in a global economy in ways that reverberate to this day.� —Wall Street Journal “Everill repositions West Africa as central to the broader Atlantic story of 18th and 19th century economic morality, its relationship with commercial ethics, and the expansion of capitalism.� —Financial Times “Offers a penetrating new perspective on abolition in the British Empire by spotlighting a particular cast of characters: the commercial abolitionists in West Africa who fashioned a consumer-focused, business-friendly antislavery ethics. These figures sought to prove the moral and economic superiority of non-slave labor while profiting from the transition away from slavery…Impressive.� —Jacobin “East India Sugar Not Made By Slaves.� With these words inscribed on a sugar bowl, nineteenth-century consumers were reminded of their power to change the global economy. Determined to strike at the heart of the slave trade, abolitionist businesses throughout the Atlantic used new ideas of supply and demand, consumer credit, and branding to make the case for ethical capitalism. Consumers became the moral compass of capitalism as companies in West Africa, including Macaulay & Babington and Brown & Ives, developed clever new tactics to make “legitimate� commerce pay. Yet ethical trade was not without its problems. The search for goods “not made by slaves� unwittingly expanded the reach of colonial enterprises in the relentless pursuit of cheap labor. Not Made by Slaves captures the moral dilemmas roiling the early years of global consumer society and is a stark reminder of the unintended consequences of relying on consumer self-interest to transform global capitalism.

Re-envisages what we know about African political economies through its examination of one of the key questions in colonial and African history, that of commercial agriculture and its relationship to slavery. This book considers commercial agriculture in Africa in relation to the trans-Atlantic slave trade and the institution of slavery within Africa itself, from the beginnings of Afro-European maritime trade in the fifteenth century to the early stages of colonial rule in the twentieth century. For Europeans, the export of agricultural produce represented a potential alternative to the slave trade from the outset and there was recurrent interest in establishing plantations in Africa or in purchasing crops from African producers. This idea gained greater currency in the context of the movement for the abolition of the slave trade from the late eighteenth century onwards, when the promotion of commercial agriculture in Africa was seen as a means of suppressing the slave trade. Robin Law is Emeritus Professor of African History, University of Stirling; Suzanne Schwarz is Professor of History, University ofWorcester; Silke Strickrodt is a Visiting Research Fellow in the Department of African Studies and Anthropology at the University of Birmingham.

Re-envisages what we know about African political economies through its examination of one of the key questions in colonial and African history, that of commercial agriculture and its relationship to slavery. This book considers commercial agriculture in Africa in relation to the trans-Atlantic slave trade and the institution of slavery within Africa itself, from the beginnings of European maritime trade in the fifteenth century to theearly stages of colonial rule in the twentieth century. From the outset, the export of agricultural produce from Africa represented a potential alternative to the slave trade: although the predominant trend was to transport enslaved Africans to the Americas to cultivate crops, there was recurrent interest in the possibility of establishing plantations in Africa to produce such crops, or to purchase them from independent African producers. Thisidea gained greater currency in the context of the movement for the abolition of the slave trade from the late eighteenth century onwards, when the promotion of commercial agriculture in Africa was seen as a means of suppressing the slave trade. At the same time, the slave trade itself stimulated commercial agriculture in Africa, to supply provisions for slave-ships in the Middle Passage. Commercial agriculture was also linked to slavery within Africa, since slaves were widely employed there in agricultural production. Although Abolitionists hoped that production of export crops in Africa would be based on free labour, in practice it often employed enslaved labour, so that slaveryin Africa persisted into the colonial period. Robin Law is Emeritus Professor of African History, University of Stirling; Suzanne Schwarz is Professor of History, University of Worcester; Silke Strickrodt is Visiting Research Fellow at the Department of African Studies and Anthropology, University of Birmingham.

How abolitionist businesses marshaled intense moral outrage over slavery to shape a new ethics of international commerce. “East India Sugar Not Made By Slaves.� With these words on a sugar bowl, consumers of the early nineteenth century declared their power to change the global economy. Bronwen Everill examines how abolitionists from Europe to the United States to West Africa used new ideas of supply and demand, consumer credit, and branding to shape an argument for ethical capitalism. Everill focuses on the everyday economy of the Atlantic world. Antislavery affected business operations, as companies in West Africa, including the British firm Macaulay & Babington and the American partnership of Brown & Ives, developed new tactics in order to make “legitimate� commerce pay. Everill explores how the dilemmas of conducting ethical commerce reshaped the larger moral discourse surrounding production and consumption, influencing how slavery and freedom came to be defined in the market economy. But ethical commerce was not without its ironies; the search for supplies of goods “not made by slaves�—including East India sugar—expanded the reach of colonial empires in the relentless pursuit of cheap but “free� labor. Not Made by Slaves illuminates the early years of global consumer society, while placing the politics of antislavery firmly in the history of capitalism. It is also a stark reminder that the struggle to ensure fair trade and labor conditions continues.