FAIRTRADE WEEK, the annual premier campaign of Fairtrade Label South Africa, is back in full swing with a powerful message that aims to inspire South African consumers, businesses, institutions and organisations alike. FAIRTRADE WEEK 2013 will be celebrated from 25 February to 3 March; the campaign calls on everyone to recognise the immense potential Africa has to be more equal and sustainable through Fairtrade.
“This FAIRTRADE WEEK we are asking consumers and businesses to step up and realise their role in unlocking the potential of Africa through Fairtrade. For example, if half of all wine sold in South Africa was Fairtrade certified, farm workers in the Western Cape wine industry would receive over R140 million a year to invest in education and improvement of their living conditions. And for consumers, this translates into an additional 60 cents per bottle only,” says Boudewijn Goossens Executive Director of Fairtrade Label South Africa. “We are inspired by the way some leading businesses, retailers and consumers have embraced Fairtrade locally, it has exceeded our expectations. This is however only the beginning, there is still so much more to be achieved”, he continues.
Globally, Fairtrade is a recognised food & beverage trend; its success lies in the dynamic network of people that have unlocked its potential. From churches using Fairtrade wine during Sunday mass, hotels switching to Fairtrade products and airlines exclusively using Fairtrade coffee, to individuals adding a few Fairtrade goodies to their shopping baskets. The possibilities to get involved for both consumers and businesses are endless.
This kind of market support has led to a rapid growth in the number of Fairtrade certified farms. Fairtrade currently benefits over 1,24 million small-scale farmers and farm workers in 66 countries – over half of whom are located in Africa. Benefits include not only better working and living conditions, but also the use of the Fairtrade Development Premium, earned from Fairtrade sales for farmers and workers to invest in the development of their businesses and communities.
Fairtrade in South Africa has experienced dramatic growth over the past few years; from trebled year-on-year sales of Fairtrade products, to being honoured as the pioneer of Fairtrade in the developing world and becoming the largest producing country of Fairtrade wine globally. In 2012, we expect sales of Fairtrade labelled products to reach R250 million, a threefold increase from R75 million in 2011.
FAIRTRADE WEEK 2013 is jam-packed with celebrations, events, daily competitions and the launch of the Fairtrade at Work Programme, an innovative CSR tool already successful with businesses internationally. Stay tuned to local media for updates, news and interviews with new Fairtrade Brand Ambassador Reuben Riffel. The week-long campaign will also collaborate with UCT for a number of campus activities and seminars. During FAIRTRADE WEEK 2013, consumers can also stand in line to win amazing daily prizes by simply liking our Facebook Page http://www.facebook.com/FairtradeSA or following us on Twitter http://twitter.com/FairtradeSA.
