Fairtrade Africa at 20: New Festive-Season Campaign Urges Consumers to Back Millions of Farmers Through Ethical Purchasing

Fairtrade Africa, the leading independent farmer-owned organization for ethically certified producers, marks its 20^th year milestone on the continent. Today, Fairtrade Africa stands at an exciting threshold with their ‘BE FAIR RIGHT NOW CAMPAIGN’, in time for the festive season – calling on local consumers, businesses, and policymakers to choose ethical trade and to further support millions of African farmers and workers. The campaign was unveiled at a media event in Nairobi on 02 December 2025 at The Wine Shop, Loresho.

The gathering brought together Fairtrade partners for an uplifting, yet insightful fireside chat focused on producer empowerment, ethical consumption, and the future of ‘fair trade’. Speakers reflected on the organization’s transformation from its early beginnings supporting a small number of coffee cooperatives to becoming a continent-wide movement driving sustainability and trade justice.

Fairtrade in Africa

Fairtrade Africa is about better prices, decent working conditions and fair terms of trade for farmers and workers. It is an approach that is based on partnership; one between those who grow our food and those who consume it. Founded in 2005, it is a powerful voice for close to 1.5 million farmers and workers across 29 countries on the continent and Middle East. The organization has actively strengthened regional producer networks, promoted climate-resilient farming, enhanced market access, and ensured fairer terms of trade for smallholder farmers.

What’s the impact? Significant economic and social gains across rural communities. The ‘Fairtrade Premium’ (over and above the market price or the Fairtrade Minimum Price, whichever is higher) has grown from €21 million in 2013 to € 90.9 million in 2024. This social investment goes back into building up communities through education, health care, community infrastructure and housing – a critical lifeline for the farmers and their families (all democratically decided upon).

Fairtrade Africa’s Executive Director, Isaac Tongola, highlighted “For 20 years, Fairtrade Africa has stood for the belief that farmers and workers deserve a say in shaping their future. Their leadership has driven over €650 million into community investments that have changed lives across Africa. As we launch this campaign, we also want to remind consumers that we remain committed to fairer trade, stronger partnerships, and a more resilient future for the millions who grow our food.”

The Fairtrade Difference In Kenya

There are 3 million estimated farmers and farm workers in Kenya, most of whom still get paid significantly less than the minimum legal rates (Ksh7,545.65)¹. Fairtrade Africa’s mission is clear – ensuring producers receive fair compensation for their labour whilst building a resilient, sustainable community of farmers and workers for generations to come.

The proof is in the real-life impact stories, some of whom shared their personal testimonies at the event.

Gender Equality

Kenyan women perform between 42-65% of agricultural labour, yet will typically earn less, own less and have access to fewer resources than men². With Fairtrade, these women gain access to leadership training, fairer pay and a longer-term plan that helps protect their communities and kids.

Nancy Gathaiga, Unit Manager Gatunguru Tea Factory, states, “Our work is centred on empowerment: ensuring women understand their rights and supporting men to embrace shared business ownership so women can effectively support production and quality control. This transformation means that women now hold 30% of leadership roles, a significant jump from when they had virtually no representation before certification. Fathers are now also actively handing down portions of their farms to empower the youth in continuing the family business.”

Climate degradation

To add to the social challenges, vital species are rapidly under threat endangering natural ecosystems that support farming. Without intervention, soon much-loved Kenyan tea and coffee will be disappear. Fairtrade Africa’s programs empower farmers to actively build environment resilience and sustainable practices:

Martin Kinyua, Mutura Tea Farms, shared, “using the Fairtrade Premiums, we have fundamentally transformed our operations. This year alone, we managed to raise 10 million shillings and used this to: upgrade 95% of our drying tables to metal to protect our forests, establish the biggest coffee nursery in Kenya’s cooperative sector to empower young people and women in farming, and invested in comprehensive staff training on workers’ rights.”

Mercy Chumo, Fairtrade Africa’s Youth Coordinator, highlighted the value of Fairtrade in supporting young farmers. “Fairtrade Africa creates a space for young farmers to share their realities, their needs, and the challenges they’re facing in farming. Even though we already have young people engaged across our value chains, they continue to navigate barriers in sustainable agriculture.

By coming together like this, they can motivate one another and inspire other young people who may want to find a path into agriculture. And we need more youth in farming for the future of our food systems! I mean, can you imagine a world without tea or coffee?

Through the platform FTA provides, young farmers can voice the support they need, share their knowledge, and explore new and innovative ways of farming. It’s through their leadership that we can continue strengthening the sustainability of our farms.”

Key partners in the BE FAIR RIGHT NOW CAMPAIGN include: Kericho Gold and Dormans Coffee whose commitment to ethical sourcing continues to expand opportunities for Fairtrade farmers across Kenya. These collaborations demonstrate how businesses can play a transformative role in strengthening sustainable value chains.

Be Fair Right Now Campaign

The campaign aims to speak to local consumers to inform their purchasing choice. It features a digital quiz designed to educate while giving them the chance to win Fairtrade product vouchers, gift hampers, and a luxury weekend getaway in Diani.

Consumers can participate in the campaign at befairrightnow-kenya.org and purchase Fairtrade products at leading retailers countrywide.

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