Fairtrade America
Introduces Six Certified Brands
June 17 - 2021
Coffee Geography Magazine
Fairtrade America is
the U.S. member organization of Fairtrade International, an independent, third
party certification that betters the lives of farmers and workers in developing
countries. Today, Fairtrade America announced it has partnered with six
Fairtrade certified brands to encourage shoppers to make purchases with people
and the planet in mind. Around the world, farmers who grow everyday staples
such as coffee, cocoa and bananas, are grappling to adapt to extreme weather
and challenging conditions brought about by climate change. These farming
families contribute the least to climate change, but often suffer the most.
Fairtrade America has joined forces with six Fairtrade certified brands to generate
broader awareness of 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,
while also combatting troublesome climate issues like decreased harvests due to
warmer weather.
"The negative impacts of rising temperatures
and sea levels are impacting many crops in alarming ways," shared Mary Linnell-Simmons,
Fairtrade America's director of marketing and external relations. "Farmers
with low incomes have limited access to educational resources and technology
that can help them evolve along with our climate. Our hope with this campaign
is to shine a light on the importance of recognizing the issues our farmers
face, and to show our support by making purchasing decisions that help them
earn a fair wage."
The Fairtrade Mark appears on more than 30,000
products globally and new brands are committing to Fairtrade every day. In an
effort to put people and the planet first, Fairtrade America and six ethical
brands will host a giveaway on Instagram and Facebook that
will celebrate the benefits of Fairtrade certified products, and provide three
winners the opportunity to win a Choose Fairtrade: Choose the Planet prize
package filled with everyday items that have a reduced impact on our planet and
a positive impact on farmers. Each of these Fairtrade certified products are
available to purchase on Amazon, easily meeting consumers where they are
increasingly shopping for everyday items - online! Several of the brands are
also part of the Amazon Climate Pledge
Friendly program, which Amazon launched last year to
make it easier for customers to discover and shop for sustainable products on
the ecommerce platform.
The entries will be accepted through Tuesday, June 15. The
three winners will be announced on June 16. In addition to the giveaway,
throughout the month of June, Fairtrade America will utilize its owned website,
social channels and blog to further educate consumers on the impact of climate
change on farmers, and how it can partner as a global community to combat this
issue. Content will include farmer stories, commodity spotlights and details on
the Fairtrade Climate Academy, a three-year pilot program developed to bring
coffee farmers together to share skills and experiences that prepare them for
future climate-related challenges.
Fairtrade America upholds the most rigorous
standards for ethical certification to ensure a tangible, positive impact on
the livelihoods of small-scale farmers and their communities in developing
countries. With a quarter of its rigorous standards focused on the environment,
Fairtrade takes a holistic approach to collaborating with farmers. This
includes minimizing environmental impact by restricting use of harmful
chemicals, banning GMO seeds, preserving protected forests, and encouraging
organic farming when possible. Fairtrade's unique pricing model puts more money
in the hands of farmers and farming communities, giving them the resources they
need to implement solutions to environmental challenges, and connects farmers
to share best practices in mitigating the impacts of climate change.