Fairtrade's New Global Campaign Fights for Cocoa Farmers

Fairtrade International is responsible for setting sustainability standards to support producers in developing countries. The non-profit, multi-stakeholder organization is made up of member organizations worldwide. Responsible for FairTrade’s strategic direction, this part of the organization sets standards and connects disadvantaged producers and consumers. Its purpose is to promote fair trading practices and empower producers from developing countries to combat poverty and strengthen their position in the global economy. Working collaboratively with those who share this vision, Fairtrade believes that trust is a key component in its work. Transparency is of the utmost importance and the organization’s stakeholders are a vital element of the way they are held accountable for their work. The Current State of the Cocoa Business Chocolate is a delicious treat enjoyed by many all over the world, used for desserts, cakes, and sweet treats. However, the majority of consumers are kept in the dark about the truth behind chocolate’s often misleading packaging. According to Fairtrade, cocoa farmers are feeling the pressure from the impacts of the Covid-19 pandemic and rising global temperatures, meaning that they don’t have the resources to bear the struggles they’re experiencing. This could mean devastating poverty as well as grave consequences for the long-term supply of chocolate. This season the price of cocoa has sunk again due to the lower consumer demand for chocolate since the pandemic, with producers making less than a dollar a day on average. Incomes are becoming increasingly low and these farmers that we depend on are unable to pay for daily essentials like food or healthcare and are finding it more difficult to send their children to school. The Bitter Sweet Campaign This month, Fairtrade launched the “Bitter Sweet” campaign to encourage consumers around the world to realize the connection between Fairtrade and increased incomes and cocoa farmers in West Africa. Revealing the harsh truth behind unethical cocoa sourcing, the campaign will reach consumers in 22 countries with a celebrity-backed stop-motion animation named “Unwrap a Fairer Future”. Highlighting the unfair methods by some major chocolate manufacturers, the specially commissioned film was emitted from July 1st to 7th 2021 across Fairtrade’s social media channels. The film is made to show consumers how mundane, everyday shopping choices can affect the lives and futures of cocoa farmers and their communities. Produced by Fairtrade in collaboration with Niels Hoebers, the stop-motion animation tells the story behind two chocolate bars. They appear to be the same, but upon peeling the wrappers they come from two different backgrounds. Shown by contrasting scenes, one bar is stamped with bitter truths about trade injustice, while the other is imprinted with the sweet benefits of Fairtrade chocolate, hence the campaign’s name Bitter Sweet. The animation transports its viewers to the cocoa farmers’ lands of West Africa, where the corps are grown on Fairtrade terms. These farmers would otherwise face low prices, injustice, inevitable poverty, and possible deforestation. The film highlights the benefits of Fairtrade-certified cocoa’s rigorous standards, whose farmers enjoy fair prices and also receive support to adapt to better farming practices. The Benefits of Fairtrade By re-inventing the way we trade, Fairtrade changes lives by transferring wealth back to farmers from developing countries. Fairtrade is currency recognized all over the world as the most trusted label for sustainable trade for providing farmers with a decent income for their work. More than a certification scheme, Fairtrade is one of the most diverse movements for global change. The organization currently works work over 1.7 million farmers and farmers, with a grassroots supporter base of up to 2000 Fair Trade Towns in 28 countries. Fairtrade provides a decent standard of living for producers by setting minimum prices for all major commodities. Plus, the Fairtrade Premium plan provides additional funds for farmers and workers to invest however they see fit. Fairtrade farmers have received over €791 million in premium funds. Striving to end poverty, Fairtrade is the only sustainability standard that is equally owned and managed by producers, with workers being protected by strong and transparent standards. The organization also helps women to set up their own businesses and trains them to take control of their own lives by becoming entrepreneurs. Helping to fulfill the Sustainable Development Goals, Fairtrade’s main priority is to end poverty in all its forms. If your brand is serious about sustainability, Fairtrade is an independent and practical business partner. Giving consumers hundreds of labels to choose from, the Fairtrade seal provides the confidence to make responsible purchases.