Cadbury Dairy Milk Fairtrade chocolate slabs on the shelf at Pick n Pay on Nicol, Johannesburg

Successful South African Fairtrade Week to become an annual event

BRAND ACTIVITY

Nov 23rd 2011, 09:34

Fairtrade Label South Africa (FLSA) is glad to announce that South Africa’s first Fairtrade Week was a successful campaign and is set to become a part of the organisations annual events calendar. The aim of Fairtrade Week was to promote Fairtrade locally and celebrate the positive changes Fairtrade brings to farming communities, businesses and consumers in South Africa and Africa.

Running from 14 to 20 November 2011, Fairtrade Week was the first campaign organised entirely in South Africa to promote Fairtrade as a movement and as a choice for businesses and consumers. The slogan ‘Taste the Change’ aimed at encouraging everyone to learn about the positive changes Fairtrade is bringing to local and African farming communities, as well as the impact Fairtrade can have on consumer choices and on the way we do business in Africa.
“We received incredible feedback from the media, consumers and the market” comments Boudewijn Goossens, executive director of FLSA, “Fairtrade Week is set to be our main annual event in the years to come and we are confident that the interest triggered by this year’s event will transform into more people actively supporting the Fairtrade cause”.

In-store promotions and tastings of Fairtrade products during Fairtrade Week were aimed at introducing consumers to Fairtrade goods, encouraging them to Taste the Change. Other activities during the week included media interviews on radio, magazines and other media platforms. Consumers too played their part by actively engaging and participating in exciting competitions on our social media sites building campaign momentum. One of the campaign highlights was the launch of Kraft Foods’ Cadbury Dairy Milk Fairtrade chocolate slabs [plain variant] into South African retail stores. Fairtrade Week festivities were concluded in high spirits with a cocktail party at the new stylish Bean There Coffee Roastery in Cape Town.

With the first Fairtrade farm certified in 2002, Fairtrade used to be purely an export business for South African and African producers. Things changed with the creation of FLSA in 2009, which was established in response to rising demand for local and sustainable products. FLSA’s main objectives are to promote Fairtrade amongst South African consumers and to develop the local and regional supply chains on Fairtrade terms, thus stimulating sustainable production, trade and consumption in Africa and South Africa.

For more information about Fairtrade and our products, and to read our Taste the Change stories, please visit our website www.FairtradeSA.org.zaClick here for more information on Fairtrade Label South Africa