Abstract In a fair-trade system, intermediate organizations act as a bridge between highly different contexts. Several studies have shown the role of these organization, but the literature has still not dealt with their specific role from a strategic perspective. Adopting ambidexterity theory, the aim of this research is to investigate: (a) whether the intermediate organization is ambidextrous, simultaneously pursuing exploration and exploitation activities and sustainability and profitability related goals; (b) the modalities in which explorative and exploitative competences are transferred within the fair-trade system. The study adopts a qualitative approach based on the analysis of seven organizations belonging to the fair-trade system. Results show that the intermediate organization engages in ambidexterity within the system, but the balance between exploration and exploitation inside the intermediate organization is still to be achieved. The research, as first time, applies ambidexterity theory to the fair-trade system. In addition, direct managerial implications can be derived.