The Fairtrade Fight Is Far From Over

THOUGHTS FROM ROBIN ROTH

Fairtrade is going through some difficult times. Nestle’s announcement that it would be switching off its Fairtrade certification in favour of Rainforest Alliance this autumn came as a huge blow to many.

It will be especially hard felt by those farmers in the Ivory Coast who have benefited from additional premiums and secure prices over the past 10 years.

A number of Traidcraft supporters have written to me recently expressing their frustration that the Fairtrade message is slowly and surely being eroded. I agree wholeheartedly.

Joe Osman’s book ‘Traidcraft: Inspiring a Fair

Trade Revolution’ is a good read for times like these. Joe worked at Traidcraft for over 35 years and was involved in nearly every major development over that period. Well before the phrase “fair trade” was even invented and back in the days when it was all about “alternative marketing”, Joe had his hand on the tiller, and helped guide the movement towards more structure and clearer goals as well as helping introduce the first coffees, teas and chocolates to the UK market.

His book is available at the end of August and if you really want to know about the early trajectory of this revolutionary movement, I can only recommend you get a copy. “Revolutionary” is a strong word to use, but I think it fits the bill. Back in the 1970s international business was beginning to expand at an incredible rate. The world economy is five times bigger today than it was back then and as barriers to trade began to fall, and as goods began to flow more easily, the power of the world’s biggest traders grew in equal measure. They ruthlessly expanded their reach and their power over the many, poorly organised farming communities in developing countries that supply our daily basics. When early fair traders suggested that farmers be paid a proper price for their products, the big boys just shrugged their shoulders and carried on. It was an extraordinary victory for the Fairtrade movement when many of these companies were eventually forced to accept that decent pay, decent terms of trade and long-term investment in their suppliers was something they could no longer ignore. Consumers, counterintuitively, were willing to pay more if the conditions were right.

One by one the big boys started to yield and in the early 2000s, Fairtrade “convinced” one significant brand after another to adopt fair trade practices. We all knew, of course, that these businesses were responding to market need, not to a deep-rooted desire to change their operations, but it was heady stuff. And today? More and more businesses are opting for Rainforest Alliance. Rainforest’s standards are significantly less onerous than Fairtrade’s and the costs are correspondingly lower. Consumers don’t necessarily understand the difference and often assume that they are more or less the same. They are not. Fairtrade is co-owned by producers, Rainforest is a system designed by industry, for industry. Producers certainly understand the difference and they are not happy. One of Traidcraft’s greatest successes was the campaign run by our sister charity, Traidcraft Exchange, in the early 2000s that led to the creation of the Grocery Code Adjudicator. This body was set up, under pressure, to ensure “that regulated retailers treat their direct suppliers lawfully and fairly.” It is hard to believe that such an organ didn’t officially exist until a few years ago, and no doubt would still be just a crazy dream had not Traidcraft and its many supporters campaigned and fought for it. I recently learnt that the German Government is going a step further. This autumn, they intend to introduce a law that will require companies to make sure that their supply chains are not involved in any human rights abuses. As the Development Minister, Gerd Müller, put it; “I’ve seen it all. The misery. The filth. The child labour. I know what I’m talking about.” Companies who have had the opportunity to sign up to a voluntary code of conduct in the last few years, and who generally decided not to, are in uproar. Predictably so.

WHEN EARLY FAIR TRADERS SUGGESTED THAT FARMERS BE PAID A PROPER PRICE FOR THEIR PRODUCTS, THE BIG BOYS JUST SHRUGGED THEIR SHOULDERS AND CARRIED ON.

For any change to happen, concerned citizens need to raise their voices. If they do not, nothing changes. Voluntary schemes like Fairtrade provide a fantastic incentive for companies to respond and they can be rewarded or punished by the market as a result. But sometimes we need to look to the law giver to enshrine certain standards as an obligation. We are entering a febrile new period as Brexit becomes a reality. This Government has officially stated that it intends, “to maintain our high standards for consumers, employees, the environment and animal welfare.” It is easy to be cynical, but being so serves no purpose. We need to ensure that just as we continue to support brands and certification schemes that do it right, we also need to make it clear that Britain, whatever it looks like after Brexit, doesn’t do a KitKat and go for the cheaper option. The Fairtrade fight is far from over, it’s just moving to another battle ground. WFTO Principle no 9 is “Promoting Fair Trade.” We need to do it in action and word, both through our purchasing and through our civil engagement.