December 7, 2022

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FAIRTRADE AMERICA LAUNCHES “IT’S ONLY FAIR” CAMPAIGN ASKING HOW LONG AMERICANS WOULD WORK FOR JUST $1 TO RAISE AWARENESS OF THE UNFAIR PRICE COCOA FARMERS EARN

FAIRTRADE AMERICA LAUNCHES “IT’S ONLY FAIR” CAMPAIGN ASKING HOW LONG AMERICANS WOULD WORK FOR JUST  TO RAISE AWARENESS OF THE UNFAIR PRICE COCOA FARMERS EARN

Meet Two Fairtrade Farmers

Globally, cocoa and chocolate collectively are a $48.29 billion {industry}[2] that’s anticipated to develop, but cocoa farmers are at present battling inflation, rising manufacturing prices, the local weather disaster and COVID-19 associated challenges whereas the worth they earn for cocoa hasn’t risen to satisfy these adjustments. As they navigate these challenges, they’re asking for a similar truthful enterprise practices and respect any entrepreneur would need – a good deal – to allow them to have a sustainable future in farming.

Smallholder, family-run farms with lower than 5 acres of land and common yield between 1,300-1,760 lbs per 12 months of cocoa present 90% of the world’s cocoa beans[3]. The cocoa {industry} is a crucial income for about 50 million individuals, together with 5 million farming households.[4] Two cocoa farmers from Ghana, Deborah Osei-Mensah and Solomon Boateng, share simply how necessary it’s to their households and communities to get a good deal:

  • Deborah Osei-Mensah – Livelihood Growth Officer of Ghana’s Asunafo North Farmers Union, chief of the union’s Monitoring and Analysis Workforce and Fairtrade Youth Ambassador. “My cooperative produces cocoa and contains near 10,000 cocoa farmers from 67 communities. I am at present the Operations Supervisor in command of baby safety, gender and livelihood points. Fairtrade has remodeled me. Whereas I was shy, I’m now extra assured each in my farming enterprise and life. I’ve additionally seen first-hand the evolving enterprise facet of cocoa. In my position with Asunafo, I’m honored to assist prepare different girls to diversify their incomes past cocoa, and I’m working to realize my Masters of Science in Atmosphere, Water and Sustainability from the College of Power and Pure Assets in Ghana to have the ability to assist my group higher mitigate the challenges of local weather change. My group and I ask for companies to decide to supporting farmers in producing your cocoa and supply a good deal; for customers to be acutely aware about what they’re consuming. Be truthful, buy truthful and, with that, make the longer term truthful – there’s only one world and we must be supporting one another inside it.”
  • Solomon Boateng – Certification Threat Supervisor, Kuapa Kokoo Farmers Union. “At Kuapa Kokoo, the Fairtrade Premium has been utilized in varied methods for us to reinvest in our cocoa farms. This system is so necessary when it comes to ensuring our group has the assets which can be essential to fight challenges, like local weather change. For instance, final 12 months we utilized our premium to distribute over 160,000 shade timber to our farmers in an effort to guard our cocoa timber from the rising temperatures in Ghana, and this 12 months we’re supplying greater than 150,000. If you take a look at the cocoa pricing system, it is clear that farmers usually are not getting what we should always. We’re asking companies to do enterprise with us – truthful enterprise. Farmers are enterprise individuals and wish the respect that these in America search for when doing enterprise, too. With the most recent problem of inflation upon all of us, some producers are going through the problem of not with the ability to keep in manufacturing in any respect. Pay us a good worth for the work we do and items we produce, particularly if we would like these items to be round within the subsequent few many years.”

Due to unfair buying and selling practices, many farmers and employees all over the world cannot make a residing wage, regardless of how laborious they work. Excessive poverty may result in different issues, like deforestation and baby labor. Farmers are pressured to reply unthinkable questions, like “Ought to I protect this forest? Or ought to I clear it to feed my household?” These issues aren’t new. For many years, companies and governments have seen and ignored them or failed to deal with the basis of the problem – poverty. The promising information is that as an increasing number of customers demand change, firms and governments might want to take motion. A current examine discovered that buyers within the U.S. are prepared to pay as much as 30% extra per bar for Fairtrade chocolate[5], so why aren’t we?

“Farmers do not get a good deal. This isn’t solely unjust, it is usually unsustainable,” shared Peg Willingham, Govt Director of Fairtrade America. “Fairtrade believes that everybody deserves a good lifestyle. It is solely truthful to pay a worth that helps an existence worthy of human dignity.”

A current report from Mainlevel Consulting and commissioned by Fairtrade discovered that Fairtrade positively impacts licensed farmers and their communities when in comparison with non-Fairtrade licensed farmers, significantly in instances of problem and misery. Nevertheless, researchers additionally recognized important challenges that danger undermining the beneficial properties Fairtrade farmers have achieved and that threaten their livelihoods. Some great benefits of the Fairtrade system are falling beneath growing strain from compounding world calamities such because the local weather disaster, COVID-19, and costs which can be too low to cowl rising prices of farming and every day life. The examine additionally warns that progress towards decreasing poverty – in addition to the purpose of reaching residing incomes – might be stalled, if not reversed, if farmers usually are not paid extra.

“It is Solely Honest” Video Sequence

The 15-second movies on the coronary heart of the marketing campaign function three situations, a barber store, a tanning salon and a child’s party to point out how lengthy employees within the U.S. may work for simply $1. No shock – it isn’t very lengthy. Although the advertisements are humorous and meant to catch viewers’ consideration shortly, the problems they deal with are complicated and require all actors alongside the availability chain, together with merchants, governments, manufacturers and customers, to take motion to make sure cocoa farmers are paid sufficient to have a good residing. With the movies, Fairtrade America is encouraging customers to think about the affect that their buying choices are having on others across the globe and spark conversations about what may be executed to alter the state of affairs. Easy shifts, like selecting a chocolate bar with the inexperienced and blue Fairtrade Mark – a certification that reveals farmers obtained a fairer deal and their commodities have been sourced in compliance with Fairtrade’s rigorous environmental, social and financial Requirements – throughout a visit to the grocery retailer can have a constructive affect on the practically 2 million farmers and employees taking part in Fairtrade all over the world.

“We hope these movies first get viewers to chuckle, and second assist them contemplate how little $1 a day in pay actually is,” continued Willingham. “Farmers work extraordinarily laborious to provide our favourite items like cocoa, espresso and bananas, whereas fighting challenges like excessive climate from local weather change and rising prices. We hope these movies get individuals speaking about these points and encourage them to make considerate purchases with individuals and the planet in thoughts each time attainable.”

Fairtrade America is asking customers to share the movies and assist unfold the phrase about unfair commerce practices by beginning conversations with pals and family members about the advantages of Fairtrade. For these whose curiosity is piqued, Fairtrade is sharing extra on these points, in addition to inspiring farmer tales and tips about begin searching for and buying Fairtrade licensed items at www.fairtradeamerica.org/its-only-fair.

“Now, greater than ever, we should hearken to farmers and employees across the globe. As we proceed to face inflation, we should contemplate those that make lower than $1 per day producing the products we regularly take without any consideration within the U.S. and the way they’re experiencing the identical, and even worse, circumstances. We hope these movies carry constructive consciousness to the necessity to pay farmers a residing wage and ignite a name to motion for change. Select a fairer deal. Select Fairtrade,” urged Willingham.

It is Solely Honest Giveaway

To additional interact customers concerned with sharing the necessity for a fairer deal for farmers, beginning right this moment and thru July 28, 2022, Fairtrade America can also be internet hosting an, “It is Solely Honest”giveaway on Instagram. By means of the giveaway, 15 randomly-selected winners will obtain all they should begin a dialog concerning the dire want to decide on Fairtrade, together with Fairtrade licensed merchandise – Lidl Approach to Go! Chocolate Bars; a bag of Gimme Espresso Stargazer mix; Navitas Organics Chocolate Cacao Energy Snacks; Natural India Authentic Tulsi Tea and Tulsi Holy-Basil; and Renewal Mill Oat Chocolate Chip Cookie Combine – in addition to a Bodum French Press, a Fairtrade cotton tote bag and dialog playing cards full with compelling stats. Observe @fairtrademarkus on Instagram to study extra and enter to win.

ABOUT FAIRTRADE AMERICA

Fairtrade America works to rebalance commerce, making it a system rooted in partnership and mutual respect slightly than exploitation. It is about companies, buyers, farmers and employees all partnering so we will all expertise the advantages of commerce. Fairtrade America is the US chapter of Fairtrade Worldwide, the unique and world chief in truthful commerce certification with greater than 30 years of expertise working for truthful buying and selling practices in additional than 30 nations throughout the globe. A non-profit 501(c)3 group, Fairtrade America is the world’s largest and most acknowledged truthful commerce system—a part of a world motion for change. Be taught extra at fairtradeamerica.org, and by connecting with Fairtrade America on Fb, Instagram and LinkedIn.

[1] https://www.weforum.org/agenda/2020/11/cocoa-chocolate-supply-chain-business-bar-africa-exports/

[2] https://www.fortunebusinessinsights.com/industry-reports/cocoa-and-chocolate-market-100075

[3] https://www.cocoalife.org/in-the-cocoa-origins and https://makechocolatefair.org/points/cocoa-production-nutshell

[4] https://www.iisd.org/ssi/commodities/cocoa-coverage/

[5] https://www.fairtradeamerica.org/news-insights/new-study-reveals-fairtrade-america-is-gaining-awareness-and-trust-in-the-u-s/

CONTACT:
Emma Feeney, 224-545-7699
[email protected]

SOURCE Fairtrade America