Fairtrade America marks extension of sustainability-based brand partners
Fairtrade America is celebrating the extension of its partner brands for 2022, with the addition of certified products from Mid Day Squares functional chocolate, Mullin spices, and Blue Stripes cacao wellness product, writes Neill Barston.
The movement has continued to grow its presence around the world, as a greater array of consumers become increasingly aware of the challenge facing many producing communities around the world.
Significantly, Fairtrade highlighted a Harris Poll survey recently commissioned by Google Cloud found that 82% of shoppers want the values of brands they purchase from to align with their own, and that shoppers are paying more attention to this in their everyday purchase. Additionally, the 2021 Sustainable Market Share Index found that sustainability-marketed products were responsible for a third of growth in consumer packaged goods from 2015 to 2021, and that market share growth continues year over year.
As the social justice and sustainability-based movement explained, by opting to source ingredients on its terms and carrying the Fairtrade Mark on their certified products, these brands are helping consumers more easily identify and purchase products that are produced according to Fairtrade’s rigorous social, economic and environmental Standards. These are designed to support more sustainable and secure livelihoods for small-holder farmers and workers around the world, as well as to protect the environment.
They join existing partnerships including Grace Farms, Ben & Jerry’s, Tony’s Chocolonely, Gallant International and Divine Chocolate, with whom Fairtrade has strengthened its tied.
By choosing to source ingredients on Fairtrade terms and carrying the Fairtrade Mark on their certified products, these brands are helping consumers more easily identify and purchase products that are produced according to Fairtrade’s rigorous social, economic and environmental standards. These Standards are designed to support more sustainable and secure livelihoods for small-holder farmers and workers around the world, as well as to protect the environment.
“We’re so proud to welcome these newly certified partners into the Fairtrade community. Each of these brands showcase exciting progress and diversity within our existing partner set, offering proof that interest in the certification is only growing,” said Carlos Urmeneta, director of commercial partnerships, Fairtrade America.
“Farmers continue to experience the effects of climate change, high production costs, poor soil conditions and long-term low prices, so continuing to see new brands commit to investing in ethical sourcing is something we are inspired by. When brands choose to source Fairtrade, they are prioritising a fairer deal for farmers, and giving consumers the chance to do so as well when choosing the Fairtrade Mark.”
The latest partners include Mid-Day Squares, which were created with guilt-free indulgence in mind. In addition to being Fairtrade certified, they are also Non-GMO project verified, vegan, kosher, gluten-free and soy-free with no preservatives, making it the perfect chocolate bar to keep consumers moving throughout the day. Mid-Day Squares demonstrates its dedication to sustainability with its Fairtrade certified cocoa.
Furthermore, they are also joined by Blue Stripes is a wellness brand utilising the entire superfood cacao – shell, fruit and bean – to produce innovative varieties of healthy snacks and beverages. The brand’s innovative upcycling of the entire cacao plant in its products and its partnership with Fairtrade America demonstrates commitment to the cacao revolution. Their Fairtrade sourcing supports more equitable compensation for farmers and economic support within local communities, and the brand’s focus on a low-waste approach to sourcing cacao benefits the planet and reduces their carbon footprint.
“We’re working to lead the cacao industry in a more sustainable direction through our products, and that includes fairer trading conditions for the cacao farmers at the foundation of the chain,” said Oded Brenner, CEO and founder of Blue Stripes. “Fairtrade certification has allowed us to better communicate to shoppers how we’re acting on this crucial piece of our three-fold vision for wellness, equity and sustainability, and we hope to inspire other brands to follow suit.”
Another confectionery-based addition to Fairtrade’s partnerships is being seen with Betterland Foods ‘Woo Bars,’ packed with delicious caramel, fluffy plant-based nougat, and dipped in silky smooth Fairtrade chocolate. Its flavours include Salty Peanut and Creamy Nougat flavour, offering more than twice the level of protein of other regular bars, and less than half the sugar.