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Recognition of Fairtrade more than doubled in four years

Recognition of Fairtrade more than doubled in four years

September 9 - 2023

Coffee Geography Magazine


Fairtrade America, the world's most recognized label for social justice and sustainability, released 2023 Fairtrade America Consumer Insights, a report of the findings from biennial research conducted by independent insights consultancy GlobeScan. The new findings show remarkable momentum for Fairtrade in the U.S.: 61% of consumers now recognize the Fairtrade Mark, up from 41% in 2021 and an impressive 118% jump in less than 5 years since 2019. Additionally, despite increases in the cost of living in the U.S., the survey found that 4 in 5 consumers, or nearly 80%, who know Fairtrade are willing to pay more for a product to ensure producers are paid a fairer price. These findings indicate that more and more, shoppers are looking for brands that prioritize ethical sourcing and increase transparency along supply chains. The 2023 study was conducted via an online survey of 2,000 Americans and more than 11,000 consumers across 12 countries globally. In addition to the significant increase in U.S. awareness, key findings include 72% of respondents said they had trust in the label. This continues a pattern of steady increase, up 26% since 2021. 85% of U.S. shoppers said that carrying the Fairtrade label would make a positive impact on their impressions of a brand. 2 in 3 shoppers familiar with Fairtrade prefer to shop at retailers that carry certified products. Globally, the Fairtrade Mark remains the most recognized ethical label in the world, with 71% of shoppers indicating they'd seen the certification label. Coffee continues to be the most recognized Fairtrade certified product category - 48% of shoppers recall seeing coffee with the Fairtrade Mark. Additionally, shoppers are willing to pay up to 35% more per bag of Fairtrade certified coffee. Fairtrade chocolate follows closely behind in visibility at 43%, and shoppers will pay up to 55% more for a Fairtrade certified bar of chocolate.

"Shoppers in the U.S. are driving change with their purchasing power," said Amanda Archila, executive director of Fairtrade America. "We are energized by these results and remain focused on increasing the U.S. market for Fairtrade certified products by meeting consumers where they are in their sustainable shopping journey, and building strength with farming communities around the world. We firmly believe that businesses can grow responsibly while ensuring that farmers and workers who grow our favorite foods including cocoa, coffee and bananas get a fairer deal. And it's clear that consumers are demanding the same."

Amanda Archila Fairtrade America Executive Director

Amanda Archila Fairtrade America Executive Director

Fairtrade America's 2023 Consumer Insights show that the Fairtrade label positively impacts brand perception, and results also highlight strong correlations between Fairtrade recognition and loyal purchasing behavior. Ninety-one percent of shoppers who recognize the Fairtrade label said they regularly or occasionally purchase certified products, and 63% of those shoppers ages 25 to 34 are regularly buying Fairtrade items. Not only are these shoppers purchasing Fairtrade products, but they are also advocating for it, with 74% who know the certification label saying they were likely or very likely to advocate for buying Fairtrade. Both new and long-time Fairtrade brand partners are seeing the benefits of certification, both through increased transparency along their supply chains and in answering consumers', and retailers', demands for sustainably sourced products.

Twiga Coffee is one of many as a premium coffee brand dedicated to ethically and sustainably sourcing the finest beans from around the world. With a focus on exceptional quality, transparency, and positive impact, Twiga Coffee aims to deliver a truly elevated coffee experience while fostering a brighter future for coffee-growing communities. 

"As the world embraces sustainability and responsible consumerism, the Fairtrade Mark has become more than just a symbol – it's a testament to integrity, transparency, and positive impact across the value chain," shared Tandeep Bains, CEO of Twiga Coffee. "Consumers are becoming increasingly conscious about the products they purchase, seeking assurance that their choices contribute to a fairer and more sustainable world. Twiga Coffee recognizes the power of the Fairtrade Mark in conveying these values to our customers. The new GlobeScan research validates our decision to partner with Fairtrade America. The alignment of our brand values with Fairtrade's mission is clear. It's not just about a label; it's about driving positive change throughout the supply chain, from the hands that nurture the beans to the cups that our customers enjoy." 

"By carrying the Fairtrade Mark on products, brands and retailers are communicating to U.S. shoppers that people, planet and responsible business are a priority. Now is the time to take action - farmers are facing increasing challenges with climate change and increased costs of production - and as consumers continue to seek products that are ethically sourced, brands that can easily show how they share shoppers' values will drive long-term sustainable growth," said Archila. 

Fairtrade America is the U.S. branch of Fairtrade International, the original and global leader in fair trade certification with more than 30 years of experience working for fair trading practices in more than 30 countries across the globe.