New ‘Fairtrade Brasil’ connects Brazilian consumers to buy Fairtrade from local farmers: Newest Fairtrade organization to bolster support for South-South trade in Brazil

Audrei Cavalho Suarez is rearranging coffee bags.Brazilian consumers now have the power to help farmers in Brazil and developing countries build better futures for themselves, by choosing products with the FAIRTRADE Mark in stores across Brazil.

‘Fairtrade Brasil’, the newest Fairtrade organization, was officially launched in Brazil today. The organization joins 25 other Fairtrade organizations across the world that promote Fairtrade products in their countries. Fairtrade Brasil was established to help develop a local market for Brazilian Fairtrade producers and connect consumers with Fairtrade products grown at home.

“With the launch of Fairtrade Brasil, it will create new business opportunities for the small producers in our cooperative to sell Fairtrade certified orange juice in the Brazilian market. We will no longer have language or trade barriers and fluctuations of exchange rates,” said Vanusa Gonçalves Toledo from COACIPAR, a Fairtrade certified orange producer organisation based in Paranavaí, Brazil.

Fairtrade Brasil is the latest organization working to grow the market for Fairtrade products in a Fairtrade producer country, following the successful launches of national Fairtrade organizations 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.

“Today, in Brazil, we have about forty Fairtrade certified cooperatives. 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,” said Naji Harb, President of Fairtrade Brasil. “In addition to ensuring fair payment to the producer, Fairtrade also empowers the consumer to contribute to food security.”

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,” says Harriet Lamb, Chief Executive of Fairtrade International.

Read more about Fairtrade Brasil on their website:

Additional highlights

• There are 39 Fairtrade certified producer organizations in Brazil including around 25,000 farmers.
• In 2013, Brazilian Fairtrade producers received €1,944,300 in Fairtrade Premium.
• Fairtrade certified products available in Brazil include acai berry, juice, honey, fresh fruits, coffee.
• Products with the FAIRTRADE Mark are available in over 125 countries.
• There are 1.5 million farmers and plantation workers in Fairtrade producer organizations in 74 countries.
• The FAIRTRADE Mark is the most widely recognized ethical label globally – Nearly 6 in 10 consumers across 24 countries recognise the FAIRTRADE Mark.

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