Choose Fairtrade: Choose The World You Want

Above photo: Natividad Vallejos Mural, by Giovannie “Just” Dixon, located at the East Evans Avenue Kaladi Coffee Roasters, Denver.

Fairtrade America Launches Campaign To Raise Awareness Of Fairtrade’s Positive Impacts.

Washington — In honor of October as Fair Trade Month, Fairtrade America is launching a national campaign to generate broader awareness for how a simple action, like purchasing a Fairtrade certified product, can be a powerful way to make a difference in the lives of the almost 2 million farmers and workers participating in Fairtrade across the globe. The ‘Choose Fairtrade: Choose the World You Want,’ campaign features murals in three major U.S. cities — DenverLos Angeles and Nashville — that connect stories of the people who produce the things we count on every day, such as coffee, cocoa, bananas, tea and more, to the positive impacts of Fairtrade. The campaign also includes online giveaways and Fairtrade resources for consumers. When shoppers see the Fairtrade America label on a product, it means farmers were fairly compensated and in compliance with gender equality, fair wage, climate change and child labor standards.

Fairtrade America partnered with notable mural artists and key retailers in three major metropolitan cities where mural art is already a prominent part of the culture. Each mural features a real farmer’s image and a key benefit of choosing Fairtrade. While consumer awareness and purchase intent of Fairtrade products is increasing in the U.S., this campaign is intended to educate more Americans about the value of purchasing Fairtrade certified products.

“For generations, art has inspired conversation of issues and hope for change. Fairtrade America is proud to commission murals that celebrate the men and women who work hard to produce staple goods we enjoy,” said Peg Willingham, executive director, Fairtrade America.

Fairtrade is an alternative approach to trade based on partnership instead of exploitation, a partnership between those who grow our food and we who consume it. The producers featured in murals represent millions of farmers in the Fairtrade system who receive fair compensation for their goods and assistance producing them in compliance with gender equality, climate change and child labor standards. Fairtrade’s unique model includes a Premium fund that farming cooperatives receive on top of the price of the product. Co-op members vote to determine how the money is spent, typically on community programs such as access to education or healthcare. In 2019, the Fairtrade Premium paid more than $208M to Fairtrade farming communities.