Fairtrade SA – ‘Choosing a product is similar to choosing a political party’

Fairtrade is more than a different way of doing business. This is an international movement present in more than 125 countries which offers a better deal for farmers from developing countries. With this system, producers have a fair and stable price for their products and a long-term trading relationship. Each consumer has the power to improve the society when he goes to the supermarket, by buying ‘fairtrade’ products. Arianna Baldo, director of the South African branch, tells us more about it.

SparkTour Africa: Why Fairetrade is something essential today?

Arianna Baldo, director of Fairtrade SA: Fairtrade is very important in terms of globalization. As you know, the world is not a fair place at all. We still have people that cannot buy food. At Fairtrade, we focus on bringing more equality and responsibility in the farming sector. So, it is very important to support and buy fairtrade, so that people in farms can afford to make a living.

‘We focus on bringing more equality and responsibility in the farming sector.’

How does Fairtrade work exactly?

Fairetrade is a certification that looks at food and beverage products: coffee, tea, fruits, vegetables or wine. The certification is based on social and environmental standards. From a social point of view, we make sure that people in farms are empowered, that the farmers receive a fair price for their products. We pay also attention to child labor for example. On an environmental point of view, we make sure that agriculture is sustainable, so that farming does not harm the future possibility of the area.

In South Africa there are both producers and consumers, this is the case is only a few countries in the world. What are the results of fairetrade in South Africa?

It is going very well! We started promoting fairtrade in South Africa in 2010 and there was a lot of skepticism. We can see a growth in sales, as consumers are more and more interested in sustainability, in buying products that are local, and in supporting local farmer communities. There is also a growth in companies that want to be involved with fairtrade and partner with us.

Can you give three words to define the spirit of fairtrade?

‘Equality’, because we want to make the world more equal, especially in countries like South Africa where there is a huge gap between poor and rich. The second word is ‘sustainability’, because we think to our future generations by spreading the world about sustainability. The last word would be ‘partnerships’, because fairtrade works on a partnership model, so that the producers are very much involved in the supply chains and have longer relationships with their traders.

‘We want to make the world more equal, especially in countries like South Africa where there is a huge gap between poor and rich.’ 

What was the biggest challenge in South African since the launching of fairtrade?

The biggest challenge was the fact that no one knew fairtrade! We are building a movement from scratch, whereas in Europe fairtrade was created by the people, it was a grassroot movement. In South Africa, fairtrade is imported from the market, so there is a bigger lack of awareness.

‘We are building a movement from scratch, whereas in Europe fairtrade was created by the people.’

How do you see the evolution of fairtrade in South Africa in the next 10 years?

We plan to become the biggest ethical label in the market. We want to grow the awareness of fairtrade, so the majority of South Africans will know what it means and be active consumers. Last but not least, we want to increase the product range.

So, you believe that today, the consumer has the power to change things using fairtrade?

Yes, definitely! Choosing a product is similar to choosing a political party. By choosing a fairtrade product, you send a message to the market, showing what people want. Consumers are really the key in transforming the world.

‘Choosing a product is similar to choosing a political party.’

Today, a lot of young South Africans want to embark on an entrepreneurial adventure to help society, could you give them a piece of advice?

What we learn from fairtrade is that you can still make business by doing good. One does not have to exploit the other in order to make money. So, my suggestion is to adopt ethics and fairness in any business relation.

‘You can still make business by doing good.’

A last word?

I invite all South Africans to check fairtrade! This is something really new and exciting, we really need your support!