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Introduction to the Fairtrade Global Strategy 2021–2025

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Introduction to the Fairtrade Global Strategy 2021–2025 The future is fair Genera Campos GarcÍa, coffee INTRODUCTION TO THE FAIRTRADE farmer at CENTROCAFE in Peru GLOBAL STRATEGY 2021–2025 INTRODUCTION Igniting a global Fairtrade is a environmental justice are integral appetite for justice. groundbreaking approach to the survival of our planet. to trade justice. Everyone understands what’s fair. The problems are too large, the From an early age, we teach fair, we From the start, we’ve envisioned issues too urgent to tackle as play fair, we strive for fairness with a more just world, rooted in individuals. We are expanding our friends and neighbours. transparency: a world where producers model and engaging people and and businesses engage in mutually organizations to power our impact. It is an innate trait among human beneficial relationships. Where This is Fairtrade’s most ambitious beings. Our ability to cooperate and shoppers and civil society can stand strategy to date and it reflects the think outside our own limited self together with farmers and workers. gravity of the challenges we face. interest has shaped the planet in good ways and bad. Fairtrade has been engineered for fair: We see the desire for directly addressing power imbalances, fairness in everyone. As we struggle with the spectre of and acknowledging the external costs enduring inequality, the challenges We are all neighbours on this planet. of business and its impact on people of a changing climate, and the fall-out We planted our roots as a social justice and the environment. from a global pandemic, it is necessary movement, and we invite you to join to acknowledge our interdependence. As global challenges our community as we push for social We look to our shared sense of become more urgent, and environmental change on a Raihan Fitriana holding fairness to find solutions. Fairtrade must adapt. global scale. a seedling from the coffee nursery programme A just wage, living incomes, climate Achieving decent and sustainable Sincerely, at Koptan Gayo Megah action, and respect for human rights – livelihoods for farmers and workers The Global Strategy Berseri in Indonesia these are the hallmarks of a fair trade. requires a step change. Social and Steering Committee 2 THE WORLD TODAY The average coffee WARMEST LAND AREA farmer on the African 3 YEARS SUITABLE continent is on record have all occurred CURRENTLY in the past 5 years FOR COFFEE is rapidly decreasing YEARS due to climate change. OLD It could decrease by 60 There are more than The World Today 50% Interest in mitigating Fairtrade’s strategy has been shaped 40 BY 2050 HUMAN by global forces for change, both external and internal. Climate change, MILLION RIGHTS inequality and consolidation of market VICTIMS CHALLENGES actors, growing demands for social of modern slavery In 2018, more than is growing – nearly justice, the global pandemic – all have around the world contributed to the call for change. Over the past 30 years, the issues that Fairtrade has championed – 70% There are currently over responsible business practices, fairer 820 of EU businesses prices for farmers, better treatment support EU-wide rules MILLION on due diligence to for workers – have taken centre stage. clean up supply chains Numerous alternative approaches PEOPLE and certifications have flourished. To 400 around the globe were maximize Fairtrade’s impact for family SUSTAINABILITY undernourished. The farmers and workers, we will build CERTIFICATIONS pandemic could double quickly on our efforts to effect social around the world that number in 2021 and environmental justice. 3 FAIRTRADE’S VISION Fairtrade’s Vision A world in which all producers enjoy secure and sustainable livelihoods, fulfil their potential, and decide on their future. Our Global Strategy 2021–2025 is based on three key tenets: Decent livelihoods are a human right Social justice drives sustainability Radical collaboration powers deep impact Peter Kinara, tea farmer and The future is fair. member of Finlays in Kenya 4 THE WORLD WE ENVISION Our Global Strategy aims to: Achieve sustainable livelihoods for all The World We Envision With our 2021–2025 strategy, our Farmers and workers vision of sustainable livelihoods for are front and centre all remains the same, but how we get Our work is centred on the interests there will change. Fairtrade is more Demonstrate the of the people we serve. Farmers and than a label; it is a beacon for social impact we deliver workers are embedded in all levels of and environmental justice. our governance and decision-making. Our Global Strategy asks the question: One size does not fit all What does a world look like where justice is the norm? Certification is integral to our approach, but can only go so far. True change Our work is rooted in social justice, Transform the supply requires us to develop specific and where people’s rights and the chains we work in appropriate solutions that add value environment are respected. for businesses, producers, and We are united for justice our partners. Sustainable development is Connecting to impact impossible without social and Understanding the impact of our work environmental justice. Across the Energize our community requires transparency and traceability, Fairtrade system, we are working to advocate for justice with the data to back it up. Greater for justice from the beginning to access to a wider range of data across the end of the supply chain. the system will streamline decision- making, demonstrate our impact, and support learning. 5 HOW WE DO IT Launchpad for the Future The goal: Transform the Fairtrade system into an agile organization that embraces innovation, digitalization and partnership. Our Global Strategy Our objectives: 2021–2025 This strategy is the incarnation of the nearly 2 million farmers and workers, hundreds of traders, brands and retailers, and civil society actors and countless shoppers around the globe. The way we work is inclusive Empowered Growth and Advocacy and Digitalization for and reflects the priorities of our Farmers and Innovation Citizen Engagement Fairer Supply Chains global system. Workers The aim: Develop The aim: Push for The aim: Provide Innovation and agility lie at the heart The aim: Build resilience new sources of growth, action on power transparency and of our Global Strategy 2021–2025. As a to climate change, tailored solutions, and imbalances in supply traceability that expansion into chains, inequality, helps achieve fairer federation of Fairtrade organizations, secure decent and sustainable livelihoods, untapped markets. human rights risks, supply chains. we align ourselves behind the and support women and climate change. common principles of partnership, and young people. agile decision-making, accountability, innovation, and digitalization to engineer the Fairtrade of the future. 6 HOW WE DO IT Empowered Farmers and Workers Shifting the Balance of Power to Farmers and Workers We believe that farmers and workers Our focus: are best positioned to address climate Achieving decent livelihoods change, expand opportunity to all, and through living income and make agriculture an attractive option living wages for young people. Building resilience and By shifting the balance of power closer adapting to climate change to farmers and workers, we strengthen the ability of producer organizations Advancing the role of women to effect change in their communities. and young people Ensuring human rights Agnes Chebii, flower producer Tailoring programmes and Chairperson of Gender to producer priorities Committee at Karen Roses in Kenya 7 HOW WE DO IT Empowered Farmers and Workers More than Minimum: Moving Towards Living Wage in Bananas The Fairtrade Minimum Price has been a standard Fairtrade feature since the beginning: a tool to protect farmers in volatile markets. Now we are adapting our approach by making the business case for better wages for workers. In December 2020, the new Fairtrade Base Wage for workers on banana plantations was introduced. This required wage is set at 70 per cent of the take-home pay needed for a living wage. The Base Wage is unique among certifications and will bolster security and stability for many workers on banana plantations. This important step is the result of our work as a founding member of the Global Living Wage Coalition, an international consortium setting living wage benchmarks using a transparent methodology. Snaider Seachoque Oullos, banana Learn more: fairtr.de/FairWages worker with EMPREBANCOOP in Colombia 8 HOW WE DO IT Growth and Innovation More Fairtrade, Greater Value, New Services We will increase sales of goods on New sources of growth: Fairtrade terms by broadening our Tailored solutions – Changing offer to new and existing customers. expectations require a Labelled products will remain a critical reinvigorated offer to businesses. component of our work; we will We will offer bespoke solutions also develop bespoke solutions for to commercial partners and commercial partners and producers. producers, alike. We will enter new markets and explore opportunities in local markets. Market expansion – Developing new markets for Fairtrade goods in both consumer and producer countries holds the potential for reducing emissions and boosting growth opportunities for producers. Next generation services – Fairtrade will support companies to develop new approaches to human rights due diligence and environmental issues in high-risk sourcing areas. 9 HOW WE DO IT Growth and Innovation Collaborating Beyond Certification Fairtrade’s ultimate goal is mutually beneficial trade where risks and rewards are shared across the supply chain. We collaborate with our partners to develop solutions that extend their impact. Ben & Jerry’s is committed to going beyond certification to help cocoa farmers in their supply chain achieve a living income in their approach to ‘Linked Prosperity’. Fairtrade has partnered with the globally respected ice cream brand to lay out a tangible roadmap towards supporting farmers to earn a living income. In 2020, Ben & Jerry’s committed to pay an additional $600,000 over the following year to the more than 5,000 farmers they work with.
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