“Fair Trade is not just a label or certification – it speaks to humanity: the desire for fairness, justice, and dignity,” declared Isaac Tongola, executive director of Fairtrade Africa, during his address at the 17th Fair Trade Cities and Towns International Conference. The event, held for the first time on African soil, concludes today at the Nederburg wine estate in Paarl, Western Cape.
The three-day conference, hosted by Drakenstein Municipality, brings together global leaders, activists, and stakeholders in the fair trade movement, all united by a shared vision of ethical and sustainable trade practices.
Tongola’s speech was a powerful reminder of the importance of collaboration in building a fairer global economy, especially in the face of current economic challenges that threaten the livelihoods of millions worldwide.
Power of partnership
“This event is a reminder of the power of partnership,” Tongola told attendees. He added that Fairtrade Africa’s mission goes beyond ensuring fair compensation for producers and workers – it is about honouring their dignity and recognising them as key contributors to global trade.
He praised the global Fair Trade Towns movement for creating a platform that drives this message, advocating for equitable economies that uplift communities. He urged those in attendance to continue embracing connectedness and innovation to achieve sustainable growth that benefits all.
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Throughout his address, Tongola highlighted Fairtrade Africa’s achievements in promoting fair wages, building climate resilience, and empowering communities. On Fairtrade-certified flower farms in East Africa, for instance, 69% of workers report higher wages compared to non-certified farms, demonstrating the tangible benefits of fair trade practices.
He also pointed to Fairtrade Africa’s sustainable agriculture policies, which have helped cocoa farmers in West Africa increase yields and improve food security. Additionally, initiatives like the Women’s School of Leadership empower women and youth by providing leadership and business training, further supporting equitable economic growth.
Consumers demand ethical trade
Tongola acknowledged the shift in market dynamics, noting that consumers are increasingly demanding greater transparency and accountability from the brands they support.
“Consumers want to know where their products come from and how they were produced,” he said.
“They are no longer satisfied with certification alone; they want to support businesses that treat workers fairly and protect the environment.”
He stressed the need for collaboration between Fairtrade Africa and Fair Trade Towns to advocate for policies that alleviate the burdens faced by small-scale farmers, particularly those grappling with climate change, inflation, and rising compliance costs.
Tongola issued a call to action, urging attendees to continue promoting ethical trade and ensuring that all producers are treated fairly and have equal access to economic opportunities.
“Through continued collaboration and innovation, we can create a world where trade truly benefits all,” he said. “Let us challenge ourselves to think and act boldly, expand our reach, engage more strategically, and advocate for ethical trade on a global scale. Together, we can build a fairer future.”
This year’s Fair Trade Cities and Towns International Conference marks a milestone for Africa, with South Africa playing host for the first time. The conference’s focus on equitable trade, sustainable practices, and community empowerment aligns with the country’s own ambitions to lead the way in fair trade initiatives across the continent.
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