Fairtrade is an NGO certifying the agricultural
supply chain, known for their work in many areas
including the fresh fruit sector, against strict social,
environmental and economic standards in order to
achieve equality and sustainability in the farming
sector. They have appointed Cape Town-based public relations and social media agency, go4word, as their PR agency for 2016.
“We are eager to be working with the world's most trusted ethical certification system and looking forward to growing the market for and of Fairtrade-labelled products in South Africa,” says Karen Lowe, joint managing director of go4word.
go4word will be involved with a range of business and consumer campaigns throughout the year in order to increase awareness of Fairtrade and its trademark in South Africa and to educate media, consumers and potential licensees about the importance of Fairtrade and how the Fairtrade model works.
With Fairtrade’s main focus for 2016 on business development, key issues in agricultural trade; such as gender equity, climate change, the living-wage debate and child labour will be emphasised throughout the year.
Providing value-added PR support to existing Fairtrade brands will remain the core consumer focus for Fairtrade in 2016. Further consumer campaigns will include the annual flagship campaign, Fairtrade Fornight, the launch of Starbucks in South Africa in May, Cadbury Diary Milk’s Fifth Fairtrade birthday in July, International Coffee Day in September and Fairtrade wine month in November.
For more information, please visit go4word.co.za.