Although South Africa exports a large amount of Fairtrade goods, the potential exists to have a large national consumer base also. Increased turnover of Fairtrade labelled products directly contributes to the empowerment and upliftment of marginalised communities.
The campaign will encourage everyone to learn how Fairtrade is transforming the way to do business in South Africa and Africa, how it creates positive change in farming communities and the way in which consumers can engage with the product.
"We are thrilled at the phenomenal growth that Fairtrade certified goods have experienced in the South African market recently and we hope that this week will further encourage local consumers to join the change," says Fairtrade Label executive director Boudewijn Goossens. "We expect to see Fairtrade growing even more in the next year, especially thanks to the exciting new commercial partners that are joining it."
Fairtrade sales in South Africa reached R18.4 million in 2010, a three-fold increase from 2009 and are expected to increase further in the next quarter, due to the introduction of Kraft Foods Cadbury Dairy Milk [plain] Fairtrade chocolate slabs, which are expected to officially hit local stores during Fairtrade Week.
With 40 000 plain slabs sold every day, this is a huge achievement for the Fairtrade movement in South Africa, as consumers will now be able to find a Fairtrade certified product in virtually every shop in the country.
Fairtrade is the most trusted ethical certification system in the world. Its standards aim to tackle poverty and empower farming communities by ensuring better working and living conditions and providing them with additional income, the Fairtrade Premium, to invest in education, training and improvement of local infrastructure. In addition, its certified farms have to implement environmentally friendly practices in order to ensure production is sustainable.
There are currently over 230 Fairtrade certified producer organisations in Africa, over 60 of them in South Africa. FLSA is the local marketing organisation and aims to alleviate rural poverty and to empower small-scale farmers and disadvantaged workers primarily in Africa by creating market opportunities for and increasing sales of Fairtrade labelled products in South Africa.
For more information, go to www.fairtradesa.org.za or follow on Facebook at www.facebook.com/FairtradeSA.
