We want a fair deal for farmers and we care about our planet’s future. That’s why we choose Fairtrade. Fairtrade is about empowering farmers and workers in developing countries to get a better deal, through fairer prices, decent working conditions and favourable terms of trade. 

Each August, during Fairtrade Fortnight, we celebrate the positive mark that is made on families and communities when products carrying the Fairtrade Mark are created and purchased.

By providing Fairtrade products, we’re choosing to give people a fair deal because the ingredients are purchased by paying at least a Fairtrade Minimum Price, 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 additional sum of money which goes into a communal fund for workers and farmers to use – as they see fit – to improve their social, economic and environmental conditions. 

It’s what sets Fairtrade apart from everyone else and why we are proud of the impact we make together.

Here are just two ways Fairtrade empowers farmers and workers and helps to take care of the planet. 


Around 60-80 percent of the world’s food is grown by women. Yet they often don’t own the land and see little of the profit made from it. Fairtrade works to address this gender gap.

Fairtrade is helping to challenge the gender gap, enabling women to stake their claim and succeed on their own terms.

Fairtrade Standards are designed to prevent gender inequality, increase female participation and empower more women and girls to access the benefits of Fairtrade.


Farmers are on the front line of climate change. For millions of farming families and communities worldwide the impacts of climate change are a daily reality.

Fairtrade farmers, producers and workers are becoming more resilient to climate change, They can do this by spending the Fairtrade Premium – that’s the extra money they get from sales of Fairtrade certified crops and products – on projects such as tree planting, irrigation, crop diversification and clean energy, which are more sustainable on a local level but also contribute to the global fight against climate change. Fairtrade farmers and workers decide for themselves how the Premium money is spent, because it is they who know best what they need to become more resilient.

What can you do?

Choosing our Fairtrade products like our All City blend is a simple way you can support change for farmers and workers trying to thrive in tough market conditions, and investing in strengthening their businesses and communities. 

We’re proud to support Fairtrade, and to ensure that fairness to farmers, families and the environment is a key part of everything we do. When you shop, look for the Fairtrade Mark to make a positive mark on people and the planet.