The true value of what we consume: Fairtrade Africa’s call to action

Every glass of wine poured at the end of a long day tells a story, whispering tales of the land it came from and the people who cultivated it. Behind each sip lies the dedication of farmers braving the elements, the diligence of workers hand-picking grapes, and the livelihoods of entire communities anchored in fairness and sustainability. As South Africa’s wine, coffee, and cocoa industries face mounting challenges—escalating production costs, erratic weather patterns, and fierce global competition—one thought reverberates: what is the true value of what we consume?

Isaac Tongola, Executive Director of Fairtrade Africa, emphasises that fairness should extend beyond mere price tags. “A fair price is multifaceted,” he explained, “ensuring that producers earn a sustainable income while consumers receive transparency and value.” Referring to the recent inflationary pressures, rising administered prices, and a growing cost-of-living crisis, Tongola underscores the urgent need for sustainable and fair farming practices. “Our economic strength, environmental protection, and future food security hang in the balance,” he warned.

For two decades, Fairtrade Africa has championed a powerful vision: that trade should reward those who nurture the land responsibly while treating workers with dignity. This commitment has borne fruit in initiatives from empowering coffee co-operatives in East Africa to improving labour conditions on South African wine farms. The impact of Fairtrade has been profound and far-reaching.

In celebration of its 20th anniversary, Fairtrade Africa is relaunching its impactful ‘Be Fair Right Now’ (BFRN) campaign in South Africa. This initiative invites consumers and businesses alike to reconsider the essence of fairness in every purchase they make. “Our legacy is one of progress built through partnership. Now, we’re calling on everyone to redefine value—not just by the price but by what these products contribute to our society,” asserts Tongola.

Fairtrade-certified farms and co-operatives testify to resilience, embracing sustainable practices that bolster soil health, reduce carbon footprints, and offer farmers and workers the chance to elevate their living and working standards. From improved access to healthcare and education to fair wages, these long-term commitments fortify rural communities, secure economic stability, and pave the way for a sustainable agricultural future in South Africa.

The BFRN campaign not only celebrates these significant achievements but also reminds consumers that fairness can be as straightforward as what fills their shopping baskets. Choosing Fairtrade-certified products such as coffee, wine, chocolate, or tea ensures that farmers engaged in building a more equitable and sustainable agricultural system are rewarded, underlining a collective respect for both people and the planet.

Launching from November 2025 to mid-January 2026, this campaign invites participants to engage in an interactive online quiz, examining how fair their current purchases are while discovering accessible pathways to more ethical shopping practices. Participants will also stand a chance to win enticing prizes, including a luxurious Fairtrade hamper or an ultimate Fairtrade Experience—a weekend getaway in the picturesque winelands, where indeed, fairness meets flavour.