"We are eager to work closely with Pick 'n Pay to increase the availability of Fairtrade products for local consumers as well as to develop new ranges exclusively for our African market," says Mr. Boudewijn Goossens, executive director of Fairtrade Label South Africa. "What we want to achieve is a dramatic increase in the number of people benefiting from Fairtrade in South Africa and in Africa - namely small farmers, farm workers, their families and communities."

Fairtrade is the leading international certification system for sustainable production and poverty reduction in the agricultural sector. Fairtrade provides social, economic and environmental standards that are specifically dedicated to the empowerment of small farmers and farm workers whilst regulating production in a sustainable and environmentally sound way. For every Fairtrade product sold, part of the profits goes back to the farming communities, who use this added income for social projects or to invest in small-scale farming. It is estimated that in 2009 more than 16,000 small farmers and farm workers benefited directly from Fairtrade in South Africa alone. Research shows that the Premium derived from Fairtrade sales was spent predominantly in the areas of education and training (26%) and infrastructure improvement (23%).

South Africa is one of the largest Fairtrade-producing countries in the world, supplying everything from fruits and vegetables, wine and coffee to rooibos tea, herbs, spices and nuts. The broad range of products are mainly destined to Northern markets, where Fairtrade receives strong support from consumers and the retail industry. A growing demand for locally produced sustainable products is encouraging the creation of a domestic market for Fairtrade and currently a variety of wine and coffee is available to local consumers.

Bronwen Rohland, director of sustainable development at Pick 'n Pay, comments that "with more than 700 stores around the country we will be a key player in the creation of a Fairtrade market in South Africa, as well as in the promotion of new local and regional Fairtrade supply chains."

For more information contact:

Arianna Baldo
Marketing and Promotions Coordinator, Fairtrade Label South Africa
arianna@fairtrade.org.za
Tel: +27 21 448 8911
Mobile: +27 79 919 2997

Pick n Pay Press Release