Fairtrade Africa is celebrating its 20-year anniversary by launching the “Be Fair Right Now” campaign. This festive-season call encourages consumers, businesses, and policymakers to choose ethically sourced products and support millions of African farmers and workers. The campaign was revealed on 2 December 2025 at The Wine Shop in Loresho. The event featured partners and producers sharing insights on ethical trade and farmer empowerment.
Founded in 2005, Fairtrade Africa has grown from supporting a few coffee cooperatives to representing nearly 1.5 million farmers and workers across 29 countries. Its mission is clear: to secure better prices, fair working conditions, and stronger market access for smallholder producers. Over the years, the Fairtrade Premium—funds earned above market prices—has increased from €21 million in 2013 to €90.9 million in 2024. This growth has allowed for significant investments in education, healthcare, housing, and community infrastructure.
Executive Director Isaac Tongola highlighted the organization’s impact, stating that over €650 million has gone into community development projects. “Farmers deserve a say in shaping their future,” he said. He emphasized the importance of partnerships and consumer choices in building strong food systems.
Fairtrade Africa marks 20 years of empowering farmers and workers
In Kenya, where around 3 million farm workers often earn less than the legal minimum, Fairtrade continues to advocate for fair pay and sustainable livelihoods. Stories shared at the event showcased progress in gender inclusion, youth empowerment, and climate resilience. Women in Fairtrade-certified cooperatives now hold 30% of leadership roles. Youth-led initiatives and climate-smart investments, like upgraded tea-drying tables and one of Kenya’s largest coffee nurseries, are helping secure the future of farming.
The Be Fair Right Now campaign includes a digital quiz offering prizes like product vouchers, gift hampers, and a luxury getaway in Diani. Consumers can join the movement at befairrightnow-kenya.org and purchase Fairtrade-certified goods at major retailers across the country.
