In honor of October as Fair Trade Month, Fairtrade America launched its second annual national campaign to generate broader awareness around Fairtrade certified product.
Carmen Mueses mural in Tacoma, WA. Fairtrade America and Central Co-op partnered to create a mural featuring a Fairtrade cocoa farmer. Local artist Mari Shibuya portrayed Carmen Mueses, a member of a Fairtrade certified cocoa cooperative, CONACADO, in the Dominican Republic.
The ‘Choose Fairtrade. Choose the world you want.’ campaign features murals in Austin, Minneapolis and Tacoma, WA that connects stories of the people who produce things such as cocoa, bananas, coffee and more, to the positive impacts of Fairtrade. This campaign brought murals to Denver, Los Angeles and Nashville in 2020.
Throughout October, consumers can participate in online giveaways and learn more about Fairtrade here. When shoppers see the Fairtrade America label on a product, it means farmers were fairly compensated and the ingredients were sourced in compliance with Fairtrade’s gender equality, fair wage, climate change and child labor standards.
Tony’s Chocolonely Cocoa Cooperative Leaders mural, Austin. Fairtrade America joined with the Wheatsville Food Co-op to commission a mural by local artist J Muzacz featuring three female farmers: Sarah Larweh (Ghana); Eugenie Lago and Assata Doumbia (Côte d’Ivoire).
Fairtrade America partnered with mural artists and retailers in three metropolitan cities where mural art is already a prominent part of the culture. Each mural features real farmers and a key benefit of choosing Fairtrade. The campaign is intended to reach more Americans and educate them about the value of purchasing Fairtrade certified products.
“We are thrilled to continue a campaign that celebrates and honors farmers and workers who produce the goods we enjoy everyday,” said Peg Willingham, executive director of Fairtrade America. “We hope this positive expression of Fairtrade’s mission inspires shoppers to give more thought to the people behind the foods they purchase, and opt for Fairtrade certified products when possible.”
Johnny Gabriel Navas Aquim mural, Minneapolis. The Minneapolis mural at the Twin Cities Co-op Partners’ (TCCP) Wedge Co-op was created by artist Reggie LeFlore. He captured Johnny Gabriel Navas Aquim, a small-scale banana farmer in Ecuador.
Fairtrade is an alternative approach to trade based on partnership instead of exploitation, a partnership between those who grow our food and we who consume it. The producers featured in the murals represent millions of farmers in the Fairtrade system who receive fair compensation for their goods and assistance producing them in compliance with rigorous gender equality, climate change and child labor standards. Fairtrade’s 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. In 2019, Fairtrade Premium funds contributed more than $228M to farming communities.