Western Grocer Serving the industry since 1916
FAIRTRADE CANADA PARTNERS WITH RETAILERS, BRANDS AND FAIRTRADE AMERICA TO EDUCATE SHOPPERS ON THE NEED FOR A FAIRER DEAL FOR FARMERS THROUGH ONLINE GIVEAWAYS AND A VIRTUAL EVENT
Ottawa, ON – Fairtrade Canada is celebrating Fairtrade Month this October in partnership with more than 40 brands for this year’s ‘We Are Fairtrade’ campaign. Brands including Mid-Day Squares, Kicking Horse Coffee, and Prana will be offering month-long discounts on Fairtrade products and contributing to online giveaways to engage Canadians and share the Fairtrade vision of a world where farmers and workers across the globe have an equal seat at the table.
“It takes one trip to the field that grows cocoa for anyone to understand how important the Fairtrade mission is,” said Nick Saltarelli, co-founder of Mid-Day Squares. “Fairtrade Canada is a partner we are proud to work with and be supported by. The larger the awareness that we bring the Fairtrade mission, the sooner we will get farmers the wages they deserve. Mid-Day Squares doesn’t believe we are a Fairtrade company. We’re a chocolate company and being Fairtrade is just the right way to do business.”
Brands are increasingly choosing Fairtrade certification to demonstrate their commitment to sustainability and transparency as consumer demand for products that respect people and planet continues to rise. The latest consumer research from GlobeScan shows that 4 out of 5 Canadian consumers have a positive perception of brands carrying the Fairtrade Mark and 70% say the Mark makes it easy to decide if a product is ethically and responsibly produced.
Hundreds of retailers across Canada are also participating in the campaign. Almost 700 retail kits were distributed with We Are Fairtrade promotional items, and retailers like Metro Ontario, Save on Foods, London Drugs, and Farm Boy are promoting Fairtrade products through flyers, point of sale materials, and on social media throughout October.
Close to 3 in 5 Canadian consumers who recall seeing the Fairtrade Mark are willing to pay more for Fairtrade products despite the increased cost of living, and retailers are demonstrating their willingness to meet consumer expectations by increasing visibility of brands carrying the Mark.
“Fairtrade has seen exponential growth in Canada over the past decade, and has continued to outperform the market in categories like coffee, cocoa and bananas,” says Julie Francoeur, CEO at Fairtrade Canada. “Sales from the almost 5,600 Fairtrade products on the market are generating demonstrable impact for farmers and workers across the world, and that is something we can all be proud of.”
For the first time ever, this year’s campaign is being held in partnership with Fairtrade America, expanding its reach and impact across Canada and the U.S. Fairtrade Canada is promoting participating brands and retailers on a dedicated landing page at fairtrade.ca/fairtrademonth.
About Fairtrade Canada
Fairtrade changes the way trade works through better prices, decent working conditions, and a fairer deal for farmers and workers in the Global South. Fairtrade’s approach enables farmers and workers to have more control over their lives and decide how to invest in their future.
As a leader in the global movement to make trade fair, Fairtrade supports and challenges businesses and governments to do better and connects people with the farmers and workers who produce their goods.
Fairtrade Canada is the Canadian chapter of Fairtrade International, the global leader in fair trade standards with more than three decades of experience working for more equitable trading practices in over 100 countries.
