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Some companies were created to
make trade fairer. It’s not business
as usual, or even business with
added extras, these companies
have created entirely new business
models with producers at the
heart of all they do. Some of these
companies have been building
fair trading partnerships and new
opportunities with producers long
before the FAIRTRADE Mark existed.
Their pioneering work made many
of the big Fairtrade switches by
This guide brings these unique
brands together, explains who they
are and what they do, and most
importantly – what you can do to be
part of making their vision a reality.
As the experts, these companies are leading fair trade by:
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They have developed new models
of ownership and empowerment
where the producers are at the
heart of the proposition. Producers
own 45% of Divine and 42%
of Liberation.
!" !"#$%"&'#$()*+,-'&)',)&'+"$('."$)
growers’ businesses and
communities (this is over and
above the Fairtrade premium) –
Cafédirect have reinvested over
456"%7"'2/($"+$%8'1"'%",9'/:"
!" Offering access to producers
#$)/#0-123')'"++#',+#"& – for
example, Tropical Wholefoods
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product from Afghanistan to
shelves.
Photography: Peter Caton
multinational companies possible and
they continue to lead the way on new
products, new opportunities and new
ways of trading. Fairtrade wouldn’t
be where it is today without them
and their work is vital to the future
of Fairtrade.
!"Opening up new product
categories, like Traidcraft’s
work to bring rubber gloves
from Sri Lanka.
!" Added value – making the product
at origin can add value through
jobs and expertise as well as
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the producer; Equal Exchange’s
rooibos tea is packed in South
Africa. People Tree and Bishopston
work with fair trade manufacturers
in India.
!" All invest in building the market
for Fairtrade with producers,
retailers and consumers.
Find out more about these
companies and how you can be
part of their story.
Get involved
We need you to tell everyone (including your friendly shop and café managers)
what makes these companies special and the extra difference that buying
these brands makes to the producers at the heart of their businesses.
Click on a logo to go to that page, use back arrow
at bottom left of each page to return to this page
Traidcraft –
going the
extra mile
At Traidcraft we know that poor people can
transform their lives through trade. Because
trade – not aid – is the most sustainable way
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from tens of thousands of committed activists
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restrict poor people in the developing world
from successfully trading the crops they grow
and the products they make.
Fair trade is an important part of achieving
our vision of a world free from the
scandal of poverty. Pioneering new
79($"'$9,/"())%?9'(%)1<"'$9,()*"
directly with 100 producer
groups who live in some of
the poorest regions of the
developing world and working in longterm partnership with small-scale producers
are just some of the ways we do more than
other companies which just sell Fairtrade
marked products – what we call going the
extra mile.
But helping producers trade their way out
of poverty is just part of our story. We also
tackle issues faced by people who are
disadvantaged by unfair trade practices. We
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about trade justice and challenging other
businesses to demonstrate ethical practices.
By purchasing fair trade items from Traidcraft
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transforming lives.
Get involved
Choose from the widest range of fair trade products – www.traidcraftshop.co.uk
D(1('"%-$"0/;1('/"'%"8),"%-'"9BB"'2/"09@1"@%-".9)".%)'$(;-'/"'%"%-$"/77%$'1"'%"
transform trade.
Traidcraft Speaker Network – www.traidcraft.co.uk/speakers
Traidcraft for Schools website – www.traidcraftschools.co.uk
Church Resources – www.traidcraft.co.uk/churchresources
Fair trade at work – www.traidcraft.co.uk/workplaces
Become a fair trader – www.traidcraft.co.uk/fairtrader
www.traidcraft.co.uk
the vision of an
equal exchanGe
Equal Exchange pioneered fair trade with
Campaign Coffee in the 1980s and more
successfully, co-launched iconic brand
Cafédirect in the 90s. We have always
believed that pioneers were needed to
challenge the hitherto unequal business
relationship with farmers in the Global
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to demand change, somebody had to take
on the business risks and do it differently.
We did.
Fair trade is now mainstream and whilst
it is a multimillion pound category and
many small-scale farmers do have more
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products from their co-operatives, in our
view, the market is not investing enough
in the poorest supply chains. Change is
still needed.
Supporting farmers
Equal Exchange spent the last six years
working in partnership with nut farmers
and collectors and strengthening their
supply chains. In recent years, we have
been the largest importer of Fairtrade
nuts and co created Liberation CIC
to develop this market. Every year we
have also helped these farmers tell their
message to consumers in person during
Fairtrade Fortnight.
Show off your label
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says ‘made at origin’. Making the product at
origin adds value through jobs and expertise
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the producer. Look out for our organic tea,
rooibos and Palestinian Fairtrade olive oils,
all packed at origin.
Get involved
Our seventeen wholesale customers distribute over 75 Equal Exchange Fairtrade
products into many, many small natural food or deli shops in towns throughout the UK.
Look out for these products near you and try them if you haven’t already. Tweet
@EqualExchangeUK, share experience on our Facebook or download resources from
our website www.equalexchange.co.uk
But hundreds of small shops are not enough!
H9)I'"8),"%-$"=9($'$9,/"%B(?/"%(B"()"9"1-+/$&9$>/'")/9$"@%-J"K/BB"-1"9),"0/IBB"1/),"@%-"
a free recipe as a thank you.
www.equalexchange.co.uk
Tropical
wholefoods
Tropical Wholefoods help farmers to achieve best practice in
agriculture, to add value to the crops they grow, and to secure as
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support of international donors has been important in helping us
achieve these aims.
We started by popularising solar fruit drying in Uganda in the
early 1990s, and selling sun dried pineapples and bananas in the
UK. Then we took on marketing dried mango from Burkina Faso,
and apricots, walnuts and almonds from Northern Pakistan. We
are now developing nut oil and shell processing in Pakistan for
sale into the cosmetics industry. In Burkina Faso, Comic Relief
has funded our research into developing biogas out of mango
waste. The biogas will be used to heat the co-operatives’ mango
drying ovens. Since 2007, we have worked with international
NGO Mercy Corps in Afghanistan to build up raisin production
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raisins from Afghanistan.
We have learned a lot from running our own food factory in
Sunderland where we pack all our own dried fruits and nuts and
where we also bake our own snack bars. We share all this practical
knowledge with our partners overseas.
Get involved
We’d love to hear from you! Please email kate@tropicalwholefoods.
com if you’d like to be kept in touch with our latest news. We are
also always happy to contribute to Fairtrade events whenever we
can, with samples, posters, recipes and videos. We have some great
new videos up on our Youtube channel about our work with our
partners in Pakistan, Uganda, Burkina Faso and Afghanistan so do
drop in on these: www.youtube.com/user/TropicalWholefoods.
And if you are ever in Sunderland, you are more than welcome to
drop into our factory and be shown around.
www.tropicalwholefoods.com
divine
chocolate
Divine Chocolate is a Fairtrade company set up by Kuapa Kokoo
– a democratically-run co-operative of 45,000 cocoa farmers in
Ghana. Today Kuapa Kokoo has a 45% stake in the business, so
in addition to getting a sustainable price and premium for their
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offering a diverse and delicious range of chocolate, it is this
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special and inspires us to be so passionate about the company.
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9../11"'%"'2/".2%.%B9'/"&9$>/'<"()C-/)./"9),"1'9'-1"()"'2/"
(),-1'$@<"9),"9"&%$/",($/.'"129$/"()"'2/"0/9B'2"'2/@"29?/"
helped create.
Divine is a leading champion of the Fairtrade movement, engaging
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+$9.'(./1<"9),"1&9BBU1.9B/"79$&/$1"()"9)"/&+%0/$/,"9),"1>(BB/,"
+%1('(%)"'%"'$9,/"'2/($"%0)"*%%,1:"WB'(&9'/B@"0/"9B1%";/B(/?/"'2(1"
leads to improved food security and better, more sustainably
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Get involved
Without the amazing and continued support of dedicated Fairtrade
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challenging for a small independent business and Divine still needs
to strive to improve listings in supermarkets, and to get stocked
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1%&/"02/$/"@%-"0%-B,)I'YZ:"[%&()9'/"'2/"B%.9B"1'%$/"02/$/"@%-"
;-@"S(?()/"7%$"S(?()/I1"Stockist of the Month"3"'2/"0())/$"0()1"
+$(\/1"3"0('2"/M'$9"+$(\/1"'%"'2%1/")%&()9'%$1"02%"29?/"'2/&1/B?/1"
convinced the store to stock the leading Fairtrade chocolate range
from Divine. www.divinechocolate.com/getinvolved/stockist_
month.aspx Young people can get behind Dubble, our brand
&9,/";@"9),"7%$"@%-)*"+/%+B/<";@"1(*)()*"-+"91"S-;;B/"P*/)'1"
'%".29)*/"'2/"0%$B,"].2-)>";@".2-)>IY"www.dubble.co.uk
www.divinechocolate.com
about
cafÉDirect
At Cafédirect our mission is to change lives
and build communities through inspirational,
sustainable business. We provide an
important link between the smallholder
grower and consumer communities, working
with 39 grower organisations across 13
developing countries, encompassing over
quarter of a million farmers and directly
improving the lives of more than 1.8 million
people around the world.
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are the most vulnerable and least able to
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,(78.-B'";/()*"9"1&9BB"812"()"9";(*"+%),:"
And that is the balance we set out to restore
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business model.
By cutting out the middle man and breaking
down anonymous trading relationships our
grower partners can realise a good price
for their crop and our consumers can trust
in the origin and skill that goes into their
daily cuppa.
Fair trade is just the starting point. We set
out to prove that good business can be done
in a truly sustainable way, putting people
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partners continue to grow we re-invest at
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in things like climate change adaptation, skills
training, new agricultural tools and processing
facilities. Producers also own shares in
Cafédirect and are part of our decision
making with seats on the Board.
This reinvestment is over and above the
prices we pay for coffee, tea and cocoa
and in addition to Fairtrade premiums.
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+9(,"&%$/""'29)"aO5:4"&(BB(%)"'%09$,1"
the businesses and communities of its
smallholder grower partners.
Get involved
Your support for Cafédirect has a transformational effect for smallholder grower
communities. By purchasing and recommending Cafédirect, you are not only getting
award-winning coffee, tea and cocoa, you are personally making the world of difference
to growers. To join our community of Friends and take part in our campaigns, please
go to www.cafedirect.co.uk/friends or join us at www.facebook.com/cafedirect or
twitter@cafedirect_hq.
www.cafedirect.co.uk
LiBERATIoN
Liberation is the world’s only Fairtrade nut company and it is
co-owned by the very farmers who grow the nuts it sells.
It supplies 80% of the UK’s Fairtrade nuts to major supermarkets
and other outlets and has created Harry’s Nuts!, the nutty snack
brand, in partnership with comedian Harry Hill.
Liberation’s largest shareholder is a co-operative of nut farming
groups representing 22,000 farmers – from Malawi, Mozambique,
Nicaragua, Bolivia, Peru, Brazil, El Salvador and India – the
International Nut Producers’ Co-operative (INPC). Its other
shareholders are ethical investors and charities.
Because of the structure of the company, Liberation is Fairtrade
'%"('1"?/$@">/$)/B:"E'"091"/1'9;B(12/,"+-$/B@"'%";/)/8'<"1-++%$'"9),"
work alongside smallholder farmers and nut gatherers. The whole
team has that as its vision – even Harry Hill makes no money from
Harry’s Nuts! He is passionate about the brand because of his
long term support for Fairtrade (and love of salted peanuts).
The INPC elects representatives on to Liberation’s board and
meets regularly. In this way farmers from three different continents
support each other and help run the company which markets their
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a dividend is paid. Liberation provides a vital link between the nut
farmers and gatherers, UK consumers and products in shopping
trolleys. As cashew farmer Thomas Kalappura said on a visit to
Tesco, ‘These nuts will recognise me!’
Tomy Matthews of cashew farmers Fair Trade Alliance Kerala adds:
‘This company is tremendously encouraging and motivating for our
farmers. The farmers tell each other ‘We are selling to ourselves!
We cannot ever compromise on quality.’ If someone brings along
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telling him we need to be more careful – our future is in the high
quality of what we provide to Liberation.’
Get involved
Many people still think of Fairtrade as being about bananas, coffee, tea and chocolate.
Liberation wants everyone to go NUTS for Fairtrade as well – to buy Harry’s Nuts! in
Tesco, Sainsbury’s and Waitrose stores and other outlets and buy Fairtrade nuts in the
fresh produce section of your local supermarket. Please ‘like’ the new Harry’s Nuts!
Facebook page www.facebook.com/harrysnuts and go to the website
www.chooseliberation.com for more nutty news.
www.chooseliberation.com
THE BISHOPsTON
tRADiNG
COMPanY
The Bishopston Trading Company is a
pioneer. In 1978 a friendship link was formed
between the Bishopston community in Bristol
and the South Indian village of K.V.Kuppam.
Several years later one of the village leaders
explained that it was not our charity they
wanted but work that they needed. This was
the inspiration to set up the company in 1985
with the sole aim of trading fairly.
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the welfare of our producers is paramount.
When you buy from us you can be sure we
have worked for 25 years in the same village
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times, using their skills of weaving, tailoring
and embroidery to develop an exceptional
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We have been very innovative with this
cotton – it is hand woven on traditional looms,
woven on small power looms within the
village to produce calico and denim and with
a specialised weaving company to produce
velvet and corduroy.
Get involved
We have a very large variety of products
so, if you are, for instance, a Fairtrade
Town, City or Village, have a look at
our printed bags and tea towels to
advertise your status. For this go to our
wholesale site on www.wholesalebishopstontrading.co.uk. Here you will
9B1%"8),"79;$(.";@"'2/"&/'$/"02(.2"(1"*$/9'"
for schools and fashion colleges – or if
you are in the catering industry, our quality
aprons embroidered with your logo. We are
also happy to work with our producers to
create small fashion ranges for customers
or manufacture a cotton product that you
are longing to bring to market. For fair
trade shops we produce two wholesale
catalogues a year.
For everyone else, please visit our online
shop at www.bishopstontrading.co.uk
www.bishopstontrading.co.uk
about
PEOPLE TREE
For every beautiful garment People Tree makes, there’s an equally
beautiful change happening somewhere in the world.
We like to think of it in terms of our little shoots-and-roots motif. We
provide you with exclusive fashion – the shoots – while at the same
time we work deep down through the roots, improving the lives and
environment of the artisans and farmers in developing countries who
work to produce it. It’s fair trade throughout. Simple.
In order to ensure People Tree fashion meets the fair trade principles
set out by WFTO (World Fair Trade Organisation), we work closely with
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to people and the planet at as many steps of the production process
as possible – growing cotton, weaving, dyeing, embroidery, stitching –
helping alleviate poverty in the world’s most marginalised communities.
We also work hard to ensure that we pioneer ecologically sound
methods of production and minimise environmental impact. Not only
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dyed using safe and natural dyes. And we source as many products
as we can locally, choosing natural and recycled products over toxic,
synthetic and non-biodegradable materials.
Get involved
To make sure that we continue to work in the best interests of all
our stakeholders from producers to customers, we have regular
social reviews in which we ask them what they think of us and how
we could improve the way we work with them.
If you would like to receive regular news about People Tree and
updates about our products, try subscribing to our email newsletter.
www.peopletree.co.uk/account/create_account.php
www.peopletree.co.uk
GOSSyPIUM
Grow
Design
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we’re using the right cotton. We spent a lot
of time in India working closely with cotton
farmers. Our partnership with them reduces
risk, both for the farmers and ourselves,
as we’re able to make long term plans –
and because we’re working outside the
commodity market. Once the cotton is ready
it’s transported by road to the nearest mill to
be transformed into cotton yarn.
All Gossypium products are designed
in-house. We work through a process that
we’ve developed ourselves; it enables us to
make sure the product is right for you and
also that we’re using the right material for the
product. Our goods are design to last as long
as possible and we’ll go a very long way to
ensure they do.
Make
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ourselves it’s easier to go on and make
the products. It’s a bit like cooking with
the best ingredient – rather than having a
take-away. In India or in England we only
work with factories that we’ve personally
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quality of the work they produce, and very
importantly, their level of transparency. For
us transparency is more important than
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Enjoy
Once in the hands of our customers our
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they’re designed and produced with such
care and attention we can guarantee their
quality for a very long time. We always
welcome feedback about our products and
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customers; this is what we work for.
Get involved
You can join our pioneering company which has also created a wonderful Ethical
Council of interested people as shareholders – sign up for an info pack on
www.gossypium.co.uk/catalog/pages/ethical_council
The best way to help a cotton farmer is to buy his cotton – check out our pyjama range
on the link below – some are even made specially for you at our workshops in the UK.
www.gossypium.co.uk/catalog/organic+fair-trade+cotton+pyjamas-c-182
www.gossypium.co.uk
VISIONaRY
SoAP
Visionary Soap is the UK’s leading fair trade body care company
whose whole range carries the FAIRTRADE Mark. Our range consists
of organic body care products handcrafted in the UK and abroad
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c29)9<"[(.9$9*-9<"S%&()(.9)"d/+-;B(.<"A$("e9)>9<"#9>(1'9)"9),"
South Africa.
All our products have been formulated to contain a very high
percentage of Fairtrade ingredients. We strive to use the maximum
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.%&&(''/,"'%"().%$+%$9'()*"'2/&"()'%"%-$"+$%,-.'1<"'2-1";%%1'()*"
these percentages and supporting our Fairtrade producers even more!
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environment and enabling people through trade and are very
committed to value-added job creation in communities abroad
and locally. We have forged manufacturing partnerships with social
enterprise training programmes in Africa and our community of
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%++%$'-)('(/1"7%$"1-++%$'()*"1-1'9()9;B/",/?/B%+&/)'<"91(,/"7$%&"
'2/")9'-$9B"()*$/,(/)'1"()?%B?/,<"'2/$/"(1"%)B@";91(."/Q-(+&/)'"
$/Q-($/,"9),"&()(&9B"09'/$"9),"/)/$*@"-19*/"3"2(*2B@"(&+%$'9)'"()"
communities where these resources are often scarce.
Get involved
=(),"%-'"9;%-'"%-$"B9'/1'"+$%G/.'1<"+$%&%'(%)1"9),"%+/)",9@1"
9),"02/$/"@%-".9)"8),"-1"9'"
www.visionarysoap.co.uk/news--media-4-w.asp
www.visionarysoap.co.uk
PANTS
TO POVERtY
Liberating the power (often dormant)
in people’s pants!
We work directly with farmers in India through our partners in India
to develop bespoke solutions to overcoming poverty and inequality
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companies owned by producers to trade their way out of poverty. The
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free them from the yoke of multinational companies who are pushing
GM seeds on them. With this model they own the seeds, the land and
farm their natural seeds organically and can still sell them cheaper
than the multinational companies. Every pair of pants sold on our
website donates £1 to this project.
We have supported farmers by helping them sell their cotton to
mainstream retailers and to restructure their organisation to maximise
farmer control.
We campaign with the farmers to support Fairtrade and organic
practices. In 2009 we conducted a campaign which mobilised
thousands of farmers, factory workers, retailers and consumers around
'2/"0%$B,"'%".9BB"%)"b9@/$"'%"+-BB"9"29$&7-B"+/1'(.(,/"X/),%1-B79)Z"7$%&"
the market. Within one week of launching the campaign, they agreed
with us.
Our vision of Fairtrade = Fashion without poverty
Get involved
We have done a lot of the hard work by setting up the model. Now
we need to sell pants!! So you can support us by:
- contacting your local favourite fashion store to persuade them to
stock our pants
- become a reseller, selling our pants to your friends, colleagues
and students.
It’s all about sales!!!
www.pantstopoverty.com/pages/get-involved
www.pantstopoverty.com
ZAYTOUN
Zaytoun is a Community Interest Company
founded in 2004, born out of a campaignerled desire to create and develop a UK market
for ethically-sourced high quality artisan
Palestinian produce. The company is a
co-operative, and a member of the World
Fair Trade Organisation.
We now buy olive oil, as well as many other
products, from hundreds of co-operatives
in the occupied West Bank of Palestine,
and since 2009 we have been delighted to
support dozens of co-operatives selling the
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oil and olives, Zaytoun sells medjoul
dates, almonds, maftoul (hand-rolled giant
couscous), olive oil soap and the Palestinian
herb mix za’atar.
In the face of ongoing occupation, Palestinian
producer communities suffered economic
hardship and isolation from the world
community. We saw a role for Fairtrade in
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sustainable livelihoods for Palestinian farmers
but also to allow those farming communities
a voice in the wider world; to speak of their
rich history and heritage and their lives as
farmers, families, landowners and traders.
After decades of being forced to sell
their olive oil at below cost price, farmers
are now being paid a fair price for their
organically grown produce and the additional
Fairtrade premium paid to the co-operative
allows for further development and training.
Since its inception, Zaytoun has imported
and distributed some 200 tonnes of olive
oil to a mixture of retail and wholesale
customers, in addition to regional fair
trade and Palestine campaign groups.
Jewish, Muslim and Christian faith groups
have also taken an interest, and Zaytoun
Fairtrade olive oil is used for anointments
by Cathedrals across the UK throughout
the year.
Zaytoun would like to see Palestinian
farmers having an owner stake in our
company in the near future.
Get involved
Share the story of fair trade farmers in Palestine - join us on Twitter twitter.com/
Zaytoun_CIC and Facebook www.facebook.com/home.php#/pages/ZaytounCIC/170054474041?ref=ts, check out our Fairtrade resources at Zaytoun - get involved
www.zaytoun.org/get-involved/resources/ or call us on 0845 345 4887 to hear about
stalls and talks near you.
www.zaytoun.org
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Fairtrade Foundation, 3rd Floor, Ibex House,
42-47 Minories, London EC3N 1DY
T: +44 (0) 20 7405 5942 F: +44 (0) 20 7977 0101
[email protected], www.fairtrade.org.uk
Registered Charity Number: 1043886.
Company Reg. in England & Wales No. 2733136