MILWAUKEE -October in the United States is Fairtrade Month and Co-operative Month, and the two movements are joining forces to call for a fairer deal for farmers, according to news agencies there.
Now in its third year, the annual ‘Choose Fairtrade, Choose the World You Want’ campaign from Fairtrade America [FA]and National Co+op Grocers [NCG] aims to generate broader awareness of how everyday actions, like choosing a Fairtrade-certified product, “is a powerful way to prioritise the people who grow food”.
In 2022, FA and NCG have partnered with three influential retailers – all of which are grocery co-ops – and acclaimed artists to create new murals in Atlanta, Milwaukee and Portland, cities where mural art is already a prominent part of the culture.
The murals will connect the stories of Fairtrade producers, many of whom are organised in co-operatives, to the positive impacts of Fairtrade – and all three will feature women farmers to raise the importance of promoting gender equality and building resilience to climate change. During October, each retailer will also host events, allowing residents to “taste the Fairtrade difference and learn more about the benefits of choosing ethically-sourced goods”.
“Now, more than ever, we must all do our part to prioritise a fairer deal for farmers,” said Kate Stritzinger, director of marketing and external relations, Fairtrade America. “With these stunning mural portraits of Fairtrade farmers, we hope to remind people across the US that every trip to the grocery store is an extraordinary opportunity to choose the world you want. Business-leaders and shoppers alike have an incredible chance to choose a world where the people who grow the food we use and enjoy every day, like cocoa, coffee and tea, get a fairer deal on their goods.”
She said the women featured in this year’s murals are facing even greater challenges as they navigate the effects of climate change, inflation and the lingering impacts of the Covid-19 pandemic, adding: “It is essential that we make choices that will create an environment where farmers can thrive, not just survive. We hope these murals help connect people across the US to the real people behind our food.”
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