Fairtrade America United Inc

MARKET DEVELOPMENT: THE FAIRTRADE LABEL IS THE WORLD'S MOST TRUSTED AND RECOGNIZED ETHICAL LABEL, SIGNALING TO CONSUMERS AND BUSINESSES THAT PRODUCTS HAVE BEEN PRODUCED UNDER FAIR AND SUSTAINABLE CONDITIONS. FAIRTRADE AMERICA EMPLOYS BUSINESS OUTREACH AND NGO PARTNERSHIPS TO CREATE AN ENABLING ENVIRONMENT FOR FAIRTRADE AS PART OF AN OVERALL SUSTAINABLE PATTERN OF PRODUCTION AND CONSUMPTION THAT BENEFITS FARMERS, WORKERS, BUSINESSES, CONSUMERS, AND THE PLANET. FAIRTRADE AMERICA FOCUSES ON FIVE MAJOR CATEGORIES, INCLUDING COFFEE, COCOA, SUGAR AND FRESH PRODUCE, WHICH REPRESENT THE MAJORITY OF FAIRTRADE CERTIFIED PRODUCERS GLOBALLY. FAIRTRADE INTERNATIONAL STANDARDS COVER MORE THAN 300 RAW PRODUCTS.

EDUCATION & AWARENESS: FAIRTRADE AMERICA USES A WIDE VARIETY OF IN-PERSON AND DIGITAL ENGAGEMENT APPROACHES TO REACH APPROXIMATELY 40 MILLION "FAIRTRADE FRIENDLY AND 98 MILLION "HEALTHY SHOPPERS" CONSUMERS IN THE US MARKET (AS SEGMENTED BY OUR BIENNIAL GLOBESCAN RESEARCH IN 2019). DIGITAL ENGAGEMENT INCLUDES BLOG POSTS, FACEBOOK, INSTAGRAM, AND PINTEREST POSTINGS, COMPLEMENTED BY IN-PERSON EVENTS IN COLLABORATION WITH PARTNERS AND GRASSROOTS GROUPS. FAIRTRADE ALSO INCREASED ITS VOICE AND REACH BY RAISING AWARENESS IN THE MEDIA.

LICENSEE DEVELOPMENT/SUPPORT & PRODUCER SUPPORT: IN 2022, FAIRTRADE AMERICA STREAMLINED THE SUPPORT OF LICENSEES THROUGH BETTER ONBOARDING AND DEVELOPMENT OF MATERIALS. PARTNERSHIPS WITH LICENSEES RAISED THE VOICE OF FAIRTRADE TO THEIR SUPPORTERS AND MADE FAIRTRADE SUPPORTERS MORE AWARE OF THE AVAILABLE LABELED BRANDS. FAIRTRADE AMERICA ALSO INCREASED ITS SUPPORT FOR CLIENTS BY SPLITTING ONE POSITION INTO TWO, INCREASING ITS EFFECTIVENESS IN PROMOTING THE FAIRTRADE CAUSE.FAIRTRADE AMERICA WORKS DIRECTLY WITH LICENSEES TO CONNECT THEM TO CONSUMER CAMPAIGNS, ADVOCACY AND MARKETING OPPORTUNITIES TO BETTER TELL THEIR FAIRTRADE IMPACT STORY, THROUGH DIGITAL AND IN-PERSON SUPPORTER ENGAGEMENT THROUGHOUT THE YEAR. WE HAVE DEVELOPED MARKET SEGMENTATION TO BETTER UNDERSTAND CONSUMERS AND SHARED THIS INFORMATION WITH OUR CLIENTS.

OTHER PROGRAM SERVICES (GOVERNANCE): IN 2022, FAIRTRADE AMERICA'S MULTI-STAKEHOLDER BOARD OF DIRECTORS CONTINUED TO PLAY A PIVOTAL ROLE IN SUPPORTING FAIRTRADE AMERICA'S GROWTH IN THE UNITED STATES MARKET. SPECIFICALLY, BOARD MEMBERS, WHO ARE VOLUNTEERS, ADVISED FAIRTRADE AMERICA ABOUT ITS GROWTH AND DEVELOPMENT, LIAISING WITH KEY STAKEHOLDERS AND PARTNERS.