Fairtrade Label South Africa is the local marketing organisation for Fairtrade and we are a member of Fairtrade International since April 2009. Our aim is to increase the awareness of Fairtrade in South Africa and to develop the local market for Fairtrade products, with a special focus on local and African goods. We are a non-profit and non-governmental organisation (NGO).
Our work includes:
AWARENESS CREATIONWe organise and participate in a variety of campaigns, events and promotional activities to educate consumers about Fairtrade and encourage a demand for Fairtrade labelled products in South Africa.
We are also active on social media - follow us on and - or check our events page to see what's coming up!
Our objective is to motivate South Africans to create a strong movement in developing a more equal and sustainable Africa.
BUSINESS DEVELOPMENT
We believe that there is huge potential in creating South-South trade on Fairtrade principles.
We work with South African and African traders, manufacturers and retailers to stimulate a local Fairtrade market.
By encouraging all-African supply chains, we aim to foster value-adding activities locally, thus keeping the benefits and profits generated by Fairtrade in the continent - ultimately encouraging African development.
LICENSING AND MONITORING
We license local companies that want to use the FAIRTRADE Mark on their products and we monitor its use to make sure that the integrity of Fairtrade is not compromised.
OUR TEAM
We are a team of young, diverse and motivated people with different backgrounds but with a common love for ethical trade.
Contact us for more information!
From left to right: Boudewijn Goossens (Executive Director); Klarissa Carelse (Comms & Office Coordinator);
Reuben Riffel (Brand Ambassador); Celeste Dyers (Finance Officer); Arianna Baldo (Business Manager);
and Lynsay Sampson (Marketing & PR Officer)
THE HISTORY OF FAIRTRADE IN SOUTH AFRICA
2009, April - FLSA becomes an associate member of Fairtrade International and the official Fairtrade Marketing Organisation for South Africa. At this stage, there are dozens of Fairtrade certified farms in South Africa (wine, rooibos, citrus, fruits, raisins, etc.) but they all export overseas. There are no Fairtrade labelled products in the local shops.
2010, May - FLSA starts actively promoting Fairtrade to local consumers. The first products to become available are some locally produced Fairtrade wines and one coffee brand made with Fairtrade beans from East African co-operatives.
2011, June - Kraft Foods SA announces that their Cadbury Dairy Milk [plain chocolate] is to achieve Fairtrade certification. The chocolates will appear in store in November 2011 and in 2012 Cadbury will celebrate the first year of Fairtrade certification!
2011 - Over 15 South African companies are selling Fairtrade labelled products locally. Local Fairtrade sales increase fourfold, from ZAR 18.4m in 2010 to ZAR 73m as South African consumers choose Fairtrade.
2012 - FLSA office now counts 5 people working in marketing, promotions, communications and business development.
2012, April - Loyiso Bala becomes South Africa's first Brand Ambassador.
2012, May - All coffee based beverages sold at are Fairtrade certified. Woolworths also launches a range of Fairtrade coffees in-store.
2012, Dec - The list of Fairtrade products available to consumers has grown! South Africans can now choose between a variety of wines, teas, coffees and some food products - click here for the full list!
2013, Mar - Chef Reuben Riffel becomes our second brand ambassador!
2012, May - The sales report for 2012 is ready: in 2012 South Africans bought R234m worth of Fairtarde products - a 220% from 2011!