Fairtrade Africa is celebrating 20 years of championing fair trade and farmer empowerment across the continent. The organization has launched the Be Fair Right Now campaign to encourage local consumers, businesses and policymakers to support ethical products and invest in the millions of African workers who power global supply chains. The initiative was unveiled during a stakeholder event held in Nairobi.
Fairtrade Africa began in 2005 supporting a handful of producer groups. It has since grown into a network of nearly 1.5 million farmers and workers across 29 countries in Africa and the Middle East. The movement has strengthened producer organizations, expanded market opportunities and driven fair pricing systems that put farmers at the center of decision-making.
Fairtrade uses a model where producers earn better prices along with a Fairtrade Premium directed toward community projects such as education facilities, health services and housing. The Premium has increased significantly over the past decade, rising from €21 million in 2013 to €90.9 million in 2024, enabling more democratic community development investments.
Fairtrade Africa’s Executive Director Isaac Tongola said that the 20-year milestone highlights a strong record of economic and social impact. He noted that more than €650 million has gone back into community investments through Fairtrade systems over the years. He added that the new campaign calls on consumers to support a more resilient and fair future for African producers.
Advancing Fair Trade in Kenya
Kenya has around 3 million farmers and farm workers. Many receive wages below statutory minimums. Fairtrade Africa is working to improve income stability, support decent working conditions and build farming communities that can sustain future generations.
Women farmers remain a major focus. Although they make up a large share of agricultural labor in Kenya, they have historically had limited access to income and leadership roles. Fairtrade certification has helped unlock opportunities including equal participation in decision-making and youth inclusion in farming enterprises.
On the environmental front, Fairtrade-certified farms are investing in climate-smart agriculture. At Mutura Tea Farms, Fairtrade Premiums have been used to upgrade tea-processing infrastructure to reduce pressure on forests, establish nurseries supporting women and youth participation and improve worker rights awareness.
Fairtrade Africa is also prioritizing youth in agriculture, with platforms where young farmers can share knowledge and find support to overcome barriers facing new entrants into the sector.
Partnerships for Sustainable Sourcing
Companies such as Kericho Gold and Dormans Coffee are supporting the Be Fair Right Now campaign by sourcing ethically certified products and strengthening market access for Fairtrade farmers.
Campaign Rollout
The campaign features a digital quiz designed to raise awareness around ethical consumption and reward participants with product vouchers, gift hampers and a getaway experience. Fairtrade-certified goods are available in leading retail outlets countrywide.
