Vinexpo America is wonderful for bringing together a whole array of wine buyers from across North America, and we have found exhibiting Fairtrade Wines from South Africa at Vinexpo for the first time in 2022 very effective.
Sustainable living is a megatrend for this decade (Euromonitor) and the need, demand, and consumption of sustainable products continue to increase. In the US, there has been a 46% increase in Fairtrade awareness since 2019 with 73% of Millennial consumers willing to pay more for sustainable products. $1.4 Billion was the estimated value of Fairtrade labelled products retail sales in 2020.
Furthermore, the United States is the 3rd largest export market for South African wines with roughly 30 million litres exported to the USA over the past 12 months. Fairtrade wine sales continue to grow in the US Market and is up 21% in 2021 compared to 2020 (2022 data not yet available), and it is still a market with great potential for Fairtrade Wine sales.
The United States is therefore considered a key market for Fairtrade Wine, and we are excited to exhibit wines from selected Fairtrade certified producers at Vinexpo America 2023.
What is Fairtrade?
Fairtrade is the most recognized and trusted sustainability label in the world, and Fairtrade’s social, economic and environmental standards progressively raise the bar in various sectors.
We promote sustainable production, with farmers and workers at the heart of our model.
By buying products with the FAIRTRADE Mark, consumers are given the opportunity to improve the livelihoods of farmers and workers in Africa. Shoppers also consume more sustainably, as Fairtrade supports producers in their battle against climate change.
There are 100+ South African Fairtrade labelled wines from many of South Africa’s top wine producers. A Fairtrade labelled wine means that all entities involved in the production of the wine, from wine grape producer all the way until the product is in its final packaging, are certified and comply with Fairtrade's sustainability standards. The stringent standards cover environmental, social, and economic aspects.
Buying Fairtrade wine helps ensure that farmers and workers are receiving a fair price – as well as an additional premium (called the Fairtrade Premium) to help their community invest in essential services such as education, health care, and housing for workers.
Essentially, every Fairtrade labelled bottle that consumers buy have a positive impact on the environment as well as the lives of the farmers and workers who grew the grapes.
What is meant by Fairtrade Standards?
A Fairtrade certified product has met Fairtrade’s rigorous sustainability standards which are independently audited.
Our Standards are a blend of social, economic and environmental criteria that supports sustainable development. Fairtrade sets Standards in accordance with the ISEAL Code of Good Practice on Standard Setting. Think of ISEAL like the certifier of the certifiers—they check that a certification scheme is credible and doing what it says it does. During this process, a wide variety of stakeholders are consulted, including farmers and workers, local governing bodies, subject-matter experts, businesses, non-profit organizations and others to ensure that we are taking a holistic approach.
The world is changing, and trade is evolving with it. That’s why we periodically review the Standards to ensure that they are still appropriate and relevant.
Is there anything unique about your product packaging?
We do not want to spoil a surprise, but we can say that at this years’ Vinexpo, we plan to launch an interactive way in which consumers can easily find out more about the product in front of them. This includes the product origin, the impact of the purchase they are making, and a virtual tasting with the wine maker.
Have there been any major announcements from your company in the past year?
UK retailer, the Co-op has moved to 100% Fairtrade South African wine which is an industry first.
Co-op has announced, that all of the South African wine stocked in its range, across branded and own-label, is Fairtrade.
Already the world’s largest retailer for Fairtrade wine, Co-op stocks 57 Fairtrade wines, 45 being from South Africa, and latest figures show that the convenience retailer sold 14.5 million litres of Fairtrade wine in 2020.
AT THE CO-OP WE HAVE BEEN INVOLVED IN THE SALE OF FAIRTRADE WINE RIGHT FROM THE BEGINNING AND FOR US THE LAST SEVENTEEN YEARS OR SO HAS BEEN A JOURNEY TOWARDS FORGING CLOSER RELATIONSHIP WITH OUR SUPPLIERS, PROVIDING BETTER QUALITY AND VALUE FOR OUR CUSTOMERS AND – MOST IMPORTANTLY OF ALL – DOING EVERYTHING WE CAN TO SUPPORT THE MOST IMPORTANT PEOPLE IN THE CHAIN: THE VINEYARD WORKERS AND THEIR FAMILIES. WITH THIS IN MIND WE ARE INCREDIBLY PROUD TO BE ANNOUNCING THAT ALL OUR SOUTH AFRICAN WINES WILL NOW BE MADE ACCORDING TO FAIRTRADE STANDARDS.
‘THE WORK DOES NOT END HERE, HOWEVER! THIS YEAR WE ARE PUTTING IN PLACE AMBITIOUS NEW PROJECTS IN HOUSING AND EDUCATION AND WILL BE WORKING CLOSELY WITH ONE OF OUR FAIRTRADE TRUSTS, WHO NOW OWN THEIR OWN VINEYARD. WITH THE EXTENSIVE SOCIAL BENEFITS WHICH FAIRTRADE BRINGS, TOGETHER WITH THE EXCELLENCE OF THE WINES INVOLVED, SURELY NOW IS THE TIME TO ASK WHY ANYONE WOULD NOT WANT TO CHOOSE FAIRTRADE WINE WHEN BUYING FROM SOUTH AFRICA.
EDWARD ROBINSON, CO-OP FAIRTRADE WINE BUYER
Through the Fairtrade guidelines, producers are guaranteed a fair price for their harvest as well as fair wages, enabling growers to take control of their futures. It’s the only certification that guarantees a Minimum Price and additional Premium for producers to spend on products of their choice, as well as works directly with the producers to strengthen environmental and climate protection, benefiting individual communities as well as supporting climate action all around the world.
LET’S RAISE A GLASS TO THE CO-OP IN CELEBRATION OF THIS LANDMARK FAIRTRADE FIRST FOR SOUTH AFRICAN WINE PRODUCERS. OVER THE PAST YEAR, CO-OP’S SUPPORT HAS LITERALLY ENABLED WINERIES IN THE REGION TO STAY AFLOAT THROUGH THE PANDEMIC, AND THIS COMMITMENT WILL DRIVE SO MUCH MORE BENEFITS TO WORKERS STILL. OVER THE PAST YEAR, WE HAVE CONTINUED TO SEE GROWTH IN THE FAIRTRADE WINE CATEGORY AND RETAILERS PROVIDING CONSUMERS WITH MORE AND MORE CHOICE, AND WE HOPE THIS INDUSTRY-FIRST MOVE BY CO-OP WILL INSPIRE EVEN FURTHER BUSINESS TO GROW THEIR FAIRTRADE WINE OFFERING.
MIKE GIDNEY, CEO AT THE FAIRTRADE FOUNDATION
Source: Fairtrade Foundation
What will Fairtrade show at Vinexpo America 2023:
At Vinexpo we will exhibit Fairtrade wines from 3 Fairtrade certified wine producers.
Du Toitskloof Wines
Merwida Vineyards
uniWines Vineyards