Supply chain fairness refers to the practices that members in a supply chain treat each other. Due to imperfections of a competitive market, some members could exploit their positions or circumstances that enabled them to gain excessive advantage over others. Such unfair practices could be in the form of unfair prices, unfair trade, or unfair pay. The COVID‐19 pandemic has exposed many vulnerabilities of global supply chains, but it also unearthed unfair supply chain practices. Yet, some firms are developing new initiatives to address various supply chain fairness issues, potentially creating strategic values. These observations motivate us to examine the potential benefits, identify underlying challenges, and discuss emerging opportunities for improving fairness in supply chains. This examination has highlighted the potential of a rich research agenda, and we propose research questions for further exploration.