Choose the world you want.

Posted by Karen Barnett on

Since the pandemic, we know that the way everyone sees the world has changed. Research* tells us that two out of three Australians believe that businesses (like us) should be doing more to solve societal problems in tough times. What’s more, COVID-19 has highlighted the injustices of our society, the world over.

All of this explains why our relationship with Fairtrade is so important. The Fairtrade system strives to get a better deal for farmers through fairer prices for their products, decent working conditions, gender empowerment and sustainability measures.

So, basically, the things we care about - and we know you care about – are the same things that Fairtrade works to improve every day.

What’s the world you want?

For us, the world we want is one where the global community doesn’t leave anyone behind in the face of global issues, like COVID-19.

Fairtrade producer organisations in 55 countries are benefiting from the €2.1 million Fairtrade Producer Relief Fund that is helping thousands of farmers, workers and their communities cope with the immediate impact of the COVID-19 crisis. Given the unprecedented nature of the pandemic and its evolving impact, Fairtrade continues to mobilise resources to meet the growing health and economic needs of producers affected across the globe.  Fairtrade moved really quickly to allow flexibility to the use of the Fairtrade Premium funds that we pay, so producers had ready access to finance that they could use on COVID-19 mitigation like hand sanitation and personal protective gear. With an additional investment of €1,000,000 from Fairtrade, they have also established the Fairtrade Producer Resilience Fund to support producers’ longer-term economic recovery.


Fairtrade producers around the world are receiving the Fairtrade Producer Resilience Fund.

As just one of many examples across the Fairtrade system, The Karmatera Fairtrade Cooperative in Indonesia used the Fairtrade Producer Relief Fund to enhance food security for coconut sugar producers. First, it delivered food relief to 360 co-op and community members in eleven villages. Each member received a package containing rice, eggs, vegetables, noodles, cooking oil and milk. The co-op then distributed vegetable seeds and polybags to 500 farmers in central Java to help strengthen local food supplies. This also reduced the need for farmers to shop at local markets, potentially reducing the exposure to the virus.

As well as mobilising against the worst effects of the pandemic, Fairtrade works with communities to create the world we all want: They provide access to markets which buy goods at decent prices, they offer programs to support gender empowerment, environmental sustainability and product improvement. 

By working with Fairtrade farmers and producers, we’re choosing to give people a fair deal because our ingredients are purchased by paying at least a Fairtrade Minimum Price, which is set to cover the sustainable cost of production, or the market price when it’s higher. 

Over and above the price, the Fairtrade Premium is also paid. The Fairtrade Premium is an extra sum of money we pay which goes into a communal fund for the workers and farmers who grow our products to use – as they see fit – to improve their social, economic and environmental conditions. 


Fairtrade Premium can be used by the community as they see fit, including on education, like this school in the Highlands of Papua New Guinea.

Choose the world you want.

This fortnight is called Fairtrade Fortnight and we’re proud to partner with Fairtrade and you to be a part of it. Together we’re choosing a world where the environment is taken care of, women are respected and everyone is treated fairly.

When you shop, choose the world you want. Choose our Fairtrade products for a fairer future.

*The Conscious Consumer Era Arrives, Cavill + Co, November 2020