An organisation to promote Fairtrade products within Brazil has been launched.
Traditionally labelled as an exporter of Fairtrade goods, Brazilians will now have the choice to help farmers in the country and developing countries.
Fairtrade Brasil is the newest Fairtrade organisation to join 25 others across the world that promote the ethical standard in their countries. Its aim will be to establish a local market for Fairtrade producers.
“Today, in Brazil, we have about 40 Fairtrade certified co-operatives,” said Naji Harb, president of Fairtrade Brasil. “These products, however, are mostly used for export. The launch of Fairtrade Brasil will reduce the dependence on the international market and open up the Brazilian and South American market as an alternative, avoiding language barriers and exchange rate changes In addition to ensuring fair payment to the producer, Fairtrade also empowers the consumer to contribute to food security.”
In Brazil there are 39 Fairtrade certified producer organisations, which includes around 25,000 farmers. Products produced includes acai berry juice, honey, fresh fruits and coffee.
Vanusa Gonçalves Toledo from COACIPAR, a Fairtrade orange co-operative, added: “With the launch of Fairtrade Brasil, it will create new business opportunities for the small producers in our co-operative to sell Fairtrade certified orange juice in the Brazilian market. We will no longer have language or trade barriers and fluctuations of exchange rates.”
Fairtrade Brasil is the latest organisation working to grow the market for Fairtrade products in a Fairtrade producer country, following the successful launches of national Fairtrade organisations in South Africa in 2009, and Kenya and India in 2013. South African Fairtrade sales reached €22.5m in 2013, with a growing range of products from local Southern African farmers and beyond.
Products with the Fairtrade Mark are already available on supermarket shelves. The coffee in Café familiar da Terra’s range is grown by Fairtrade producers in Minas Gerais; and Casa Apis Fairtrade honey is local, sourced from Central de Cooperativas Apicolas in Picos. There are also a number of international companies already offering Fairtrade certified products in Brazil, including brands such as Ben & Jerry’s and Zotter. Ben & Jerry’s ice cream also opened its first store in Brazil late last year.
“We are thrilled that Brazilian shoppers can now buy Fairtrade products. This exciting new initiative offers them the opportunity to be part of the solution – and most importantly, deepens impact for farmers and workers by opening up local markets,” added Harriet Lamb, chief executive of Fairtrade International.
Read more about Fairtrade Brasil: www.fairtradebrasil.com.br
