As Fairtrade Fortnight Begins, the Foundation’s ‘Be the Change’ Initiative Highlights Consumer Power in Supporting Farmers Overseas
As Fairtrade Fortnight kicks off, the Fairtrade Foundation is launching its inspiring campaign titled ‘Be the Change,’ which emphasizes the significant role that UK consumers play in supporting farmers and agricultural workers across the globe. This initiative aims to raise awareness about how everyday purchasing decisions can help build stronger, more resilient communities, particularly in the face of challenges like climate change and unfair trade practices.
The Power of Consumer Choices
The ‘Be the Change’ campaign seeks to illustrate that the collective purchasing power of UK consumers can have a profound impact on the future of essential products such as bananas, cocoa, and coffee. By choosing Fairtrade products, consumers are not just making a purchase; they are actively participating in a movement that promotes fair wages and sustainable farming practices.
Recent YouGov research commissioned by the Fairtrade Foundation revealed that bananas are the most popular Fairtrade product among British consumers. Approximately 70% of UK adults reported buying a Fairtrade item in the past year, showcasing a growing awareness and commitment to ethical consumption.
Celebrating Fairtrade Fortnight
Throughout Fairtrade Fortnight, which celebrates its 30th anniversary this year, the Fairtrade Foundation is taking steps to recognize the contributions of millions of UK shoppers who support farmers worldwide. Billboards in major cities such as Birmingham, Bristol, Cardiff, Edinburgh, London, and Manchester will highlight regional trends in Fairtrade purchases, congratulating consumers for their choices and encouraging them to continue supporting ethical products.
Supermarkets and leading brands are joining the celebration by offering various promotions. For instance, the Co-op is providing a 10% discount on selected Fairtrade products for its members, making it easier for consumers to make ethical choices.
The Importance of Fairtrade
Marie Rumsby, the Fairtrade Foundation’s director of advocacy, emphasized the significance of Fairtrade purchases in improving farmers’ lives. “Every Fairtrade purchase makes a difference,” she stated. The Fairtrade system guarantees minimum prices and premium payments, ensuring that farmers can afford basic necessities, invest in their families, and adapt to the challenges posed by climate change.
Rumsby pointed out that without the stability provided by fair trade, farmers face increasing difficulties in growing crops, particularly as climate change continues to disrupt agricultural practices. By choosing Fairtrade products, consumers can help build resilience among farmers, ensuring that beloved products remain available on supermarket shelves.
Public Support for Fair Trade
The research conducted by YouGov also revealed that a significant portion of the British public supports fair prices and terms of trade for farmers in low-income countries. An impressive 85% of UK adults believe that these farmers should receive stable and fair pay for their products. Furthermore, over half of the respondents (54%) understand that buying Fairtrade positively impacts the lives of farmers and workers.
Concerns about climate change are also prevalent among UK consumers, with 79% worried about its potential effects on food prices and 69% concerned about its impact on food supply. This awareness underscores the urgency of supporting Fairtrade initiatives that aim to create a more equitable trading system.
Voices from the Field
The voices of farmers themselves highlight the importance of Fairtrade support. Maria Doris Calvo Ortiz, a Colombian Fairtrade banana farmer, expressed the emotional weight of relying on consumer choices. “Sometimes, we feel like we can’t keep going, that we’ll have to give up,” she shared. “But then we remember the support we get from people choosing Fairtrade. It’s what keeps us going and allows us to take care of our families and our community, one banana at a time.”
A Call to Action
In addition to encouraging consumers to ‘Be the Change,’ the Fairtrade Foundation is calling on businesses and politicians to play their part in creating a fairer trade system. A significant 60% of UK adults believe that politicians should do more to ensure fair pay for farmers and agricultural workers in low-income countries.
Rumsby emphasized that while consumer action is vital, it cannot stand alone. “Buying Fairtrade is essential, but shoppers can’t ‘Be the Change’ on their own,” she stated. “We need the support of businesses and government to transform our global trade system.”
This Fairtrade Fortnight, the Fairtrade Foundation urges the UK public to engage with their newly elected MPs, asking them to pledge to ‘Be the Change’ and advocate for a trade policy that genuinely benefits both people and the planet.
Conclusion
As Fairtrade Fortnight unfolds, the ‘Be the Change’ initiative serves as a powerful reminder of the impact that individual choices can have on global communities. By choosing Fairtrade products, consumers not only support farmers and their families but also contribute to a more sustainable and equitable world. Together, through informed purchasing decisions and collective advocacy, we can help ensure a brighter future for farmers and agricultural workers around the globe.