Fairtrade Fortnight: She Deserves Fairtrade



Fairtrade Fortnight: 24th February – 8th March 2020

Fairtrade Fortnight in 2019 focused on the people – in particular the women – who grow the cocoa in our chocolate. This issue is so pressing that this Fairtrade Fortnight 2020 we will continue the fight.  Currently, a typical cocoa farmer in Cote d’Ivoire lives on around 74p a day, and just £1.86 is the amount a cocoa farmer in West Africa needs to earn each day in order to achieve a living income.

We believe Fairtrade producers like Rosine, Leocadie, Hugo  deserve a different story.  

In 2020, we want to storybomb the UK to get their stories heard.

You can share their stories far and wide by sharing the animation we will launch on the 24th February. Share in your workplace, with your friends, family and more. Through spreading these emotional stories and targeting key audiences, you can show why Fairtrade matters, the difference Fairtrade makes and encourage people to buy Fairtrade.

​Please join us and  visit our campaign page to read more.  If you’re already using Fairtrade products now’s the time to tell your customers about it and to share these stories, if you’re not then read on to find out about the difference you could make by switching to Fairtrade.


Rosine’s story… 

Rosine belongs to Fairtrade co-operative CAYAT in Côte d’Ivoire. 


With past harvests, Rosine would sell her cocoa to local middlemen (pisteurs), who would visit farms at harvest time and buy cocoa from individual farmers. They drove a hard bargain and would often leave farmers struggling to make a living that way. Rosine heard about a meeting happening in her village – a local co-operative was coming to explain their experience of Fairtrade. It was only a couple of hours, but it was the start of something brighter for Rosine and her farming friends.

By 2016 she had sold her first Fairtrade cocoa harvest. And through training, she’s now increased her harvest and earning more.

‘I’ve seen that Fairtrade has helped us a lot in cocoa farming. The Fairtrade Premium has enabled us to do many things. It has enabled us to advance our children, and also we use the Fairtrade Premium to build for the future.’ 



But there were difficult times ahead as the price cocoa farmers received dropped by a third in 2016 and in 2017, and still hadn’t recovered in 2018. It’s still dropping. Even in 2019, Rosine described her harvest as ‘not very famous’. Yet she reached her target of getting a harvest of nearly 500kg on her two hectares. She credits her Fairtrade training for this, but her ambition plays a big part too.

So what’s driving Rosine? She’s got plans for her increased income. In the spirit of do it yourself, she’s set out to build a house. It’s going to take a while but she has already started buying what she needs, because her co-operative also operate a subsidised hardware store in town, funded by Fairtrade Premium.

As a graduate from the Fairtrade Africa Women’s School of Leadership, she picked up lots of skills and ideas to share with other women in the co-operative to improve their situation. She believes firmly in the power of women to play a key role bringing communities out of poverty.

‘They [lots of women] don’t believe they can do it. If you ask them who is the head of the family, they say the man. Why can’t you be the head of the family, a woman? If you can save money, you can be the head of the family… Why are you walking behind? Put yourself in front, women!’

Rosine deserves Fairtrade


What’s on this Fairtrade Fortnight?

JD Wetherspoons will be switching their sugar sourcing to Tate & Lyle’s Fairtrade sugar in all of their 874 pubs and 58 hotels at the start of Fairtrade Fortnight. Some 1.65 million farmers and workers in more than 74 developing countries benefit from the Fairtrade system, which guarantees decent working conditions and a minimum price.

Follow #FairtradeFortnight for more exciting Fairtrade Fortnight activations!


What can you do?

  1. Order story bombs for your site designed exclusively by to tell the Fairtrade stories we’ve curated about three women cocoa farmers. Order merchandise from our online shop to showcase in store. We’ll also be producing a brand new animated story that people can share online.


  1. Tell stories online by sharing our animation: Watch out on Fairtrade’s social channels for the launch on Monday 24th February!


  1. Communicate about your commitments to your customers: Click here to download our ready-made digital resources to use on your social media, your newsletters, your website and more & make sure you use the hashtag #FairtradeFortnight


  1. Buy Fairtrade products: If you’re looking to source products for the first time or more products for your customers, please check out our National Purchasing Guide


  1. Sign up to our monthly newsletter for business: FAIR Comment Stay up to date on Fairtrade Fortnight, future campaigns and events, industry trends, opinion pieces and more by signing up to our monthly newsletter FAIR Comment.


Click here for more information about Fairtrade or email [email protected] and keep the SRA updated so we can help promote your Fairtrade Fortnight activities.

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