Paul Rice, Founder and Chief Executive Officer of Fair Trade USA, Talks New Action Items in Lead Up to IFPA
OAKLAND, CA - The goal for most people I know is to, somehow, make their personal and professional values align—find the business decision that also echoes the heart. For those participating in the groundwork laid by Fair Trade USA, this is not only a vision to aspire to, but an action to fuel such a reconciliation. And, this year, the program is taking enormous strides to cultivate an even stronger resource and advocate for its participating brands.
“Our value proposition is multifaceted,” Paul Rice, Founder and Chief Executive Officer, tells me as we pull back the curtain on Fair Trade. “Shoppers’ consumption of fresh produce is increasing due to year-round sourcing and global supply. Unfortunately, economic pressures in producing countries and climate change threaten the viability of the agricultural workforce and the ability to produce at economic and environmentally sustainable levels. The Fair Trade Certified™ label on a product signifies that it was made according to rigorous Fair Trade standards that promote sustainable livelihoods, safe working conditions, protection of the environment, and strong, transparent supply chains.”
When a brand commits to the Fair Trade program and certification, it is taking the essential steps to create a better world through better business practices. And, as Paul notes, when businesses choose to source Fair Trade Certified produce, they show their consumers that they support positive change for the people who produce their goods.
In a nutshell, here is how sourcing Fair Trade Certified helps the produce company and the brand:
- Solidify Supply Chain Resiliency - Rigorous Fair Trade standards require safe working conditions, a more sustainable income, and better workforce engagement which increases worker retention (less turnover and absenteeism) and safeguards against forced labor and poverty
- Strengthening the Brand - Rigorous, ISEAL code-compliant third-party certification and auditing by Fair Trade USA are widely trusted—this ensures the credibility of your commitment to your consumers
- Building Consumer Loyalty - Socially responsible brands are outperforming conventional brands, especially among Gen Z and Millennial consumers; in fact, 65 percent of US shoppers recognize the Fair Trade Certified label and trust Fair Trade to improve the lives of farmers, workers, fishers, and their communities
- Accelerate ESG Goals - Fair Trade Certified contributes directly to six of the United Nations’ 2030 Sustainable Development goals—Fair Trade sourcing data can be used to track contributions and impact on global environmental, social, and economic sustainability efforts
As we look toward the goals of this coming year and beyond, Fair Trade is strengthening its resolve more than ever and galvanizing its program to shift the Fair Trade paradigm forward. One of these ways is by further providing workers and farmers with worker and environmental protections and economic empowerment to navigate rising challenges in supply chain sustainability. Another feat is to simplify the process of getting Fair Trade Certified by innovating the model for retailers and produce brands. This will unlock volume growth and scale. In addition, Fair Trade will be removing obstacles to grow with Fair Trade Certified. This will increase the impact to farmers and farmworkers, as retailers and produce brands are now able to accelerate their growth.
“We are utilizing this year’s International Fresh Produce Association’s annual Global Produce & Floral Show to introduce new action items for the program. Our 2024 program innovation and pricing changes are designed to unlock volume growth and enable scale—elements we are very excited to address with convention attendees. The impact to produce brands, retailers, and producer partners is more beneficial than ever,” Rice says.
According to Fair Trade, 65 percent of consumers recognize the Fair Trade Certified label. Of those, 78 percent view the certification as trustworthy and 41 percent are more likely to purchase at a price premium of up to 20 percent, yet less than 1 percent of total produce sold is Fair Trade Certified. What this signifies is that there are opportunities everywhere, and even more yet to be tapped.
As we approach the Global Produce & Floral Show, Fair Trade USA will be unveiling more of its recent evolution and what that means for its partners. So, stay tuned to AndNowUKnow for the full strategy ahead.
