WASHINGTON, USA – Fairtrade America, the world’s most recognized label for social justice and sustainability, will launch its fourth annual celebration of October Fairtrade Month, this year with a new campaign title: “We Are Fairtrade”. This Fairtrade campaign calls attention to the role that we all play from brands to grocers to shoppers – in creating a better world.
A world where farmers and workers have an equal seat at the table and trade justice is achieved. Through three new murals in – Lawrence, Kan.; Philadelphia; and Providence, R.I. – Fairtrade America will once again utilize public art to call attention to the people behind some of our favorite goods including cocoa, coffee and bananas.
“This Fairtrade Month, we are inviting shoppers, retailers, and brands to not only choose Fairtrade, but to also go deeper in learning about and celebrating their role in creating a food system built around justice for farmers and workers,” said Amanda Archila, executive director of Fairtrade America. “We must all stand with the people who grow our food to make fairer pay a reality.”
Fairtrade is an alternative approach to trade that is based on partnership instead of exploitation; a partnership between those growing our food, those selling it and those enjoying it. The farmers featured in the murals represent more than 2 million Fairtrade farmers and workers who grow and produce goods following the rigorous economic, social and environmental Fairtrade Standards.
Fairtrade helps shoppers who are making purchasing decisions in stores and online easily identify products that align with their values.
The Fairtrade Mark signifies that a product is certified with Fairtrade International – the most globally recognized ethical label. When shoppers buy products with the Fairtrade Mark, they’re prioritizing the people behind their products.
In the past five years, awareness of the Fairtrade Mark among U.S. consumers has jumped more than 2X, with 61% of U.S. shoppers recognizing the label as of 2023, with trust in the label increasing 26% to 71% since 20211.
Additionally, 92% of respondents expressed interest in learning more about the farmers who grow the ingredients in their preferred products.