Fairtrade is an NGO certifying the agricultural supply chain (producers, manufacturers and traders); most known for their work in cocoa, coffee, sugar, tea, cotton, wine, fresh fruit and honey among others, against strict social, environmental and economic standards in order to achieve equality and sustainability in the farming sector.
“We are eager to be working with the world’s most trusted ethical certification system and we are looking forward to growing the market for and of Fairtrade-labelled products in South Africa,” says Karen Lowe, joint managing director of go4word.
go4word will be involved with a range of business and consumer campaigns throughout the year in order to increase awareness of Fairtrade and its trademark in South Africa and to educate media, consumers and potential licensees about the importance of Fairtrade and how the Fairtrade model works.
With Fairtrade’s main focus for 2016 on business development, key issues in agricultural trade; such as gender equity, climate change, the living-wage debate and child labour will be emphasised throughout the year.
Providing value-added PR support to existing Fairtrade brands will remain the core consumer focus for Fairtrade in 2016.
“We are thrilled to be partnering with a PR agency of this calibre and look forward to having a stronger voice in the media this year,” says Arianna Baldo, executive director of Fairtrade South Africa.
For more information, visit go4word.co.za
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