SUSTAINABILITY / SOCIO-ECONOMIC DEVELOPMENT
Fairtrade is an ethical certification whose main aim is to promote more equality and sustainability in the farming sector. Fairtrade is not a charity or an aid system, but rather an innovative business model based on ethical values. The model is devised to promote sustainable farming practices while providing a dignifying, long-term solution to poverty in the farming sector. Fairtrade, internationally, is a non-profit organisation and is currently the world’s largest ethical certification for food products, with more than 90% brand recognition in leading markets in Europe. Fairtrade only certifies small-scale farmers, which are those farmers that farm for the needs of their family and have a cash-crop for income and do not employ full time labour.
- Launching the Fairtrade Sugar initiative in South Africa through the generation and implementation of an integrated communication strategy.
- Hosting media trips in KZN.
- Stakeholder media relationship management.
- Strategic advice and reputation management.