The role of Fairtrade in Africa’s agrifood evolution
As global food companies come under mounting pressure to clean up their supply chains, Fairtrade has emerged as a trusted label that signals a brand’s commitment to ethical sourcing.
This globally recognised certification ensures that products are sourced from producers who follow strict environmental and labour standards, while also ensuring fairer returns for farmers—particularly in Africa.
Empowering farmers through guaranteed prices and community investment
At the heart of Fairtrade’s model is the promise of a guaranteed minimum price. For African farmers exposed to volatile global markets, this financial stability is a lifeline. Cooperatives that meet Fairtrade standards gain access to high-value export markets, where they are paid not just the minimum price but also a Fairtrade Premium—an additional sum invested directly into community projects. These may include healthcare, clean water access, education or training, all chosen democratically by the farmers themselves.
In 2023, Fairtrade Premiums amounted to over €211 million globally. Auditors regularly verify compliance through checks on contracts, payments and financial records, ensuring transparency and accountability. This combination of fair pricing and community investment helps small-scale producers plan ahead, reinvest in their land, and build resilience.
Africa’s leading role and the push for compliance
Africa is central to the Fairtrade system, representing 74% of all certified farmers and workers. Since launching on the continent in 2005, Fairtrade has grown to work with nearly 700 cooperatives and over 1.4 million smallholders across key sectors like cocoa, coffee, tea, sugar and cotton.
Yet African producers now face new challenges, particularly in meeting emerging environmental regulations. One example is the European Union’s Deforestation Regulation (EUDR), which requires products like cocoa and coffee sold in Europe to be deforestation-free and traceable to the farm level. Fairtrade is helping farmers adapt by offering tools for farm mapping, geolocation and satellite monitoring.
According to Isaac Tongola, Executive Director of Fairtrade Africa, these efforts are vital to maintaining market access. But he also warns that regulations must take into account the realities on the ground. Without sustained support, smallholders risk being left behind. Compliance, he says, can be resource-intensive, and farmers need ongoing training and technological support to stay competitive.
Building value in the Global South
Fairtrade’s mission goes beyond certification. It also aims to shift Africa’s role in the global agrifood system by promoting value addition and regional trade. Rather than exporting only raw materials, Fairtrade encourages cooperatives to develop local processing capabilities and create finished goods that can be sold in domestic and regional markets.
This approach helps increase incomes and reduce reliance on northern markets. Strategic partnerships—with investors and governments—are also helping African producers improve product quality and infrastructure. For example, a collaboration with Belgian partners is supporting the creation of new laboratories to boost quality control.
Despite its many benefits, Fairtrade is not immune to criticism. A 2014 study by SOAS University of London highlighted governance issues in some cooperatives, including unequal premium distribution and mismanagement. These cases underscore the importance of stronger internal controls and farmer education.
Nonetheless, Fairtrade remains one of the only global certification systems where farmers and workers hold 50% of the decision-making power. Its structure is designed to promote inclusivity, democratic governance and transparency.
Ultimately, the continued growth of Fairtrade depends on the ethical consumer—someone who is willing to pay a little more to support better wages, decent working conditions and sustainable farming. A recent GlobeScan survey found that more than half of consumers in 12 countries said they would pay more for Fairtrade-certified goods, even amid rising living costs. If this trend continues, African farmers could benefit from a fairer and more inclusive global trade system that is rooted in dignity, sustainability and shared value.
Image credit: Fairtrade International
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