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Image: Nashville's mural depicts Rosine Bekoin, who owns and operates a cocoa farm in Côte d’Ivoire, where men usually run farms. | Fairtrade America/Tarabella Aversa (artist)
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The murals were part of a Fairtrade America campaign during October for Fair Trade Month, to raise awareness of Fairtrade’s positive impacts.
Shoppers voiced their choice for Fairtrade and won various Fairtrade prizes.
The unprecedented challenges of 2020 have made it increasingly difficult for
even the most altruistic brands and organizations to broaden awareness, or even
just remain top-of-mind for consumers. However, the organizations such as
Fairtrade America cannot hit the pause
button on advocating for the almost 2 million farmers and workers they
In honor of October as Fair Trade
Fairtrade America launched a national campaign
to creatively generate broader awareness for how a simple action such as
purchasing a Fairtrade-certified product, can be a powerful way to make a
difference. While consumer awareness and purchase intent of Fairtrade products
is increasing in the US, this campaign was intended to educate more US consumers
about the value of purchasing Fairtrade-certified products.
The “Choose Fairtrade: Choose the World You Want” campaign featured murals
in three major US cities (Denver, Los Angeles and Nashville) that
connect the stories of the people who produce the food crops we count on every
day — such as
bananas, tea and more — to the positive impacts of Fairtrade. Fairtrade
America partnered with notable mural artists and key retailers in each city,
where mural art is already a prominent part of the culture. The murals feature
real farmers’ images and a key benefit of choosing Fairtrade. When shoppers see
the Fairtrade America label on a product, it means farmers were fairly
compensated; and the product was produced in compliance with gender equality,
fair wage, climate change and child labor standards.
“For generations, art has inspired conversation of issues and hope for change.
Fairtrade America is proud to commission murals that celebrate the men and women
who work hard to produce staple goods we enjoy,” said Peg
executive director of Fairtrade America. “We hope this campaign connects the
dots between the choices we have as consumers to purchase Fairtrade-certified
products, and the differences made in the lives of people who produce and grow
our food. Fairtrade envisions a world in which all producers can enjoy secure
and sustainable livelihoods, fulfill their potential and decide on their
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The producers featured in murals represent millions of farmers in the Fairtrade
system who receive fair compensation for their goods and assistance producing
them in compliance with Fairtrade’s rigorous standards. Fairtrade’s unique model
includes a Premium fund that farming cooperatives receive on top of the price of
the product. Co-op members vote to determine how the money is spent — typically
on community programs such as access to education or healthcare. In 2019,
certified producers earned more than $208M through the Fairtrade Premium
Farming is the single largest employer in the world — two out of every five
people farm. Purchasing goods with the Fairtrade America logo is an easy way to
make a difference in the lives of people who grow our food. The Choose
Fairtrade: Choose the World You Want campaign highlights a couple of
Fairtrade’s key areas of
fighting poverty and promoting gender equality. Fairtrade’s work also impacts
ending child labor, combating climate change and supporting workers’ rights.
The campaign — which also included online giveaways and consumer resources —
resulted in more than 8,500 people signing up to Choose Fairtrade products
whenever possible; local media coverage in the markets where the murals
appeared; and increased sales of Fairtrade products at retailers where murals
were located. For more information on this campaign, follow
@fairtrademarkus on Instagram
and visit choosefairtrade.org.
Published Dec 1, 2020 7am EST / 4am PST / 12pm GMT / 1pm CET
This article, produced in cooperation with the Sustainable Brands editorial team, has been paid for by one of our sponsors.