AFRICAN MARKETS

Buying Fairtrade in Africa

With the emergence of new markets and a middle class in the South, Fairtrade is now introducing its FAIRTRADE Mark to consumers markets in Africa.

Traditionally, consumers in developed countries buy Fairtrade products from disadvantaged producers in the South. Africa’s growing middle class offers an opportunity for African consumers to contribute to sustainable development through their everyday shopping.

By launching the FAIRTRADE Mark on the African market, Fairtrade is also enhancing intra-African trade while creating further market access for all our African producers. Intra-African trade is considered vital for development of the continent. Fairtrade producers are encouraged to add value to their products to prepare them for local and regional markets – hence also increasing both profit and employment opportunities. Some Fairtrade organisations are already selling added-value products like packaged tea or dried fruits.

With the increase in South-South trade, the FAIRTRADE Mark is becoming a quality standard for consumers in the South.

Where are the Markets

Currently you can buy Fairtrade products in two African countries:

A wide variety of Fairtrade products – wine, chocolate, coffee, tea, herbs…- are already sold in local shops in South Africa, where the first South-to-South market model in Africa was launched in 2009. Fairtrade Label South Africa (FLSA) was the first Fairtrade marketing organisation in a producer country. Over the past years, the organisation has experienced an amazing growth.

For more information on Fairtrade in South Africa, visit FLSA’s website:

www.fairtradelabel.org.za

14889905_10155405352321038_5417265671660325822_oAfter South Africa, Kenya is the second African market where Fairtrade products are available for consumers. At the end of 2012, Fairtrade Marketing Organization Eastern Africa (FMOEA) became a fully-fledged marketing organisation for Fairtrade labeled products in the Eastern Africa region, beginning with Kenya. The organisation was set up by 10 founding partners: Fairtrade Africa, Christian Aid, Eastern Africa Farmers Federation, Junior Achievement, National Council of Churches Kenya, Oxfam Kenya, Partner Africa, Shared Interest, Solidaridad and Traidcraft.

In May 2013 the organisation was launched at an evening cocktail at the Tribe hotel in Nairobi that attracted over 200 delegates from the government, retailers, restaurants, brand owners, producers and the not-for profit sector.

Currently, consumers in Kenya can already buy the following Fairtrade products in local stores: Dormans Safari Coffee, four speciality teas of Kericho Gold Crown beverages (Green Tea, Earl Grey, English Breakfast and Spiced Tea) and 11 new attitude teas (Hangover tea, Love tea, Rose tea, Passion and Lime tea, Green tea mint, Cardamom tea, Green tea lemon, Vanilla tea, Chocolate tea, Green tea, Passion & jasmine, Rose tea, Pineapple mango tea.

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