Fairtrade Africa has launched a new campaign urging consumers, businesses and policymakers to support ethical trade, as it marked its 20th anniversary at a media event in Nairobi on Tuesday.
The campaign, dubbed “Be Fair Right Now,” aims to rally local support for millions of African farmers and workers producing tea, coffee, flowers and other agricultural products that anchor global value chains.
The initiative comes amid the festive season when consumer spending peaks, and seeks to drive greater demand for ethically sourced products, better working conditions, and fairer prices for producers.
The event, held at The Wine Shop in Loresho, brought together Fairtrade partners for a discussion on producer empowerment, climate resilience, and the future of fair trade. Speakers reflected on Fairtrade Africa’s growth from a small network of coffee cooperatives two decades ago to a continent-wide movement pushing for sustainable and just markets.
Driving Sustainable Trade
Established in 2005, Fairtrade Africa represents close to 1.5 million farmers and workers across 29 countries in Africa and the Middle East. Over the years, it has strengthened farmer networks, promoted climate-resilient agriculture, and negotiated better terms of trade for smallholder farmers.
A cornerstone of its model is the Fairtrade Premium—funds paid on top of the market price—to support community development. According to the organisation, the premium has grown from €21 million in 2013 to €90.9 million in 2024, supporting projects in education, healthcare, housing and community infrastructure.
Executive Director Isaac Tongola said producers have played a central role in shaping the organisation’s agenda.
“For 20 years, Fairtrade Africa has stood for the belief that farmers and workers deserve a say in shaping their future,” he said. “Their leadership has driven over €650 million into community investments that have changed lives across Africa.”Tongola said the new campaign sought to strengthen producer–consumer partnerships and build more resilient farming systems.
The Fairtrade Challenge in Kenya
Kenya is home to an estimated three million farmers and farm workers, many of whom earn below the legal minimum wage. Fairtrade Africa says it is pushing for fair compensation while safeguarding livelihoods in a sector increasingly vulnerable to climate shocks and market volatility.
Gender inequality remains a major challenge. Women carry out between 42–65 percent of agricultural labour but earn less and own fewer assets.
Nancy Gathaiga, Unit Manager of Gatunguru Tea Factory, said Fairtrade programmes have helped increase women’s participation in leadership.
“Women now hold 30% of leadership roles, a significant jump from when they had virtually no representation before certification,” she said. “We are seeing shifts in ownership, with men actively handing down land to their daughters.”Climate Threats to Tea and Coffee
Speakers warned that climate change could undermine Kenya’s tea and coffee industries, threatening biodiversity and livelihoods.
Martin Kinyua of Mutura Tea Farms said Fairtrade funding had been vital in improving sustainability.
“This year alone, we raised KSh10 million through premiums,” he said. “We upgraded 95% of drying tables to metal, established Kenya’s biggest cooperative coffee nursery, and trained staff on workers’ rights.”The investments, he said, aim to secure future supply while empowering young people and women to enter farming.
Mercy Chumo, Fairtrade Africa’s Youth Coordinator, said young farmers were central to sustaining agricultural value chains.
“Even though we already have young people engaged across our value chains, they continue to navigate barriers in sustainable agriculture,” she said. “We need more youth in farming for the future of our food systems.”Business Partners Join Push
The new campaign has attracted support from major brands such as Kericho Gold and Dormans Coffee, which have partnered with Fairtrade Africa to expand markets for ethically sourced products.
Fairtrade Africa said such partnerships demonstrate the private sector’s role in strengthening sustainable value chains and improving producer incomes.
As the organisation looks to its next decade, it says the focus will remain on scaling climate adaptation, deepening producer representation, and encouraging consumers to make ethical purchasing choices.
“We remain committed to fairer trade, stronger partnerships, and a more resilient future for the millions who grow our food,” Tongola said.The “Be Fair Right Now” campaign will run over the holiday period, targeting shoppers, retailers and policymakers with messages on ethical consumption and sustainability.
