Trade Fair, Live Fair

Raising Awareness and Mobilizing the European Public to Advance Consumption patterns that Nurture the Sustainable Development Goals (SDGs)

This project is co-funded by the European Commission's Development Education and Awareness Raising (DEAR) Programme.

Timeline of grant: 2017 to 2020

Main project objective: The European public increases awareness of sustainable consumption and engages in driving changes in public policies and private sector practices that contribute to the achievement of SDG 12 (responsible consumption and production), and other correlated SDGs (1, 2, 5, 8, 13 & 15).

Target group: EU citizens, private companies, policy-makers

Project description

‘Trade Fair, Live Fair’ is the ambitious project of the fair trade and ethical fashion movements across Europe to join forces to foster more resilient livelihoods for the producers and workers behind many of the products that European citizens consume.

This Action is built on the central insight, developed from the consortium members’ own extensive research and experience, that the continuing and endemic poverty among many producers and workers in developing countries is the direct result of imbalances of power in supply chains.

However, the working and living conditions of those producers and workers are largely unknown to the EU Public, despite the strong interdependencies between both.

The Action is designed to raise awareness and mobilize the European citizens to take action to defend the interests of those they have “never met and never will”, namely, producers and workers at the end of the supply chains.

At the heart of this is the analysis that only through citizens’ better understanding of how supply chains work can they foster the change necessary to achieve the Sustainable Development Goals (SDGs): change in their own behaviour, and the behaviour of both government and corporations.

The project brings together 21 partners from 19 European countries with the ambitious aims of raising awareness of 49 million European citizens, influencing over 4000 policy makers and 2000 businesses to make choices which improve the livelihoods of farmers and workers in global supply chains.

Project Partners

Fairtrade Foundation UK

Fair Trade Advocacy Office

Fashion Revolution

Commerce Equitable France

World Fair Trade Organization

Traidcraft Exchange

Fairtrade Germany

Max Havelaar France:

Forum Fairer Handel

Fairtrade Denmark

Fairtrade Polska

Fairtrade Cesko a Slovensko

Fairtrade Finland

Fairtrade Italy

Equo Qarantito

Oxfam - Magasins du Monde

Fédération Artisans du Monde

Swedish Association of Fair Trade Retailers

Coordinatora Estatal de Comercio Justa

Key documents and reports

  • The literature review, conducted as part of the TFLF Baseline study, of public attitudes towards fair and ethical trade showed a strong correlation of awareness of citizens and actual buying behaviour.
  • Fairtrade Foundation’s Living Incomes report “Craving a Change in Chocolate” sheds light on the issue of low incomes for cocoa farmers in Côte d’Ivoire and Ghana. The report raises the priority of cocoa farmers, especially women who carry the greatest burden, to secure living incomes and fairer prices for our chocolate consumption to be sustainable.
  • Fairtrade Finland’s Public Procurements Guide was launched during their Sustainable Public Procurements campaign. The Guide includes practical recommendations for officers responsible for public procurements, town councilors and MPs. Fairtrade Finland held over 300 meetings in different locations in Finland promoting Sustainable Public Procurements and greater awareness of SDG12 within towns’ strategies and policies.
  • Coffee, the success story hiding the crisis” is a report produced by the Commerce Equitable France jointly with Max Havelaar France. It highlights the imbalances in coffee supply chains in 3 countries (Colombia, Ethiopia and Peru) and highlights that Fair Trade is the alternative model to achieve greater improvements in the producers’ livelihoods due to higher prices secured (through the Fairtrade minimum price and premium) and less hidden costs.
  • COP 25 position paper was produced jointly by consortium partners and members of the wider FT movement. The resource was disseminated through social media platforms and websites of the consortium members.
  • Fair Trade Advocacy Office’s study Towards sustainable cocoa supply chains: regulatory options for the EU – informs the debate around a potential European Union-wide regulation for cocoa products, including chocolate, entering the EU market. It has a range of recommendations for the EU, producer countries and businesses.
  • A “Transposition Guide on the Unfair Trading Practices Directive” was developed by FTAO, Traidcraft Exchange and a number of other NGOs, to provide guidance to interested parties (NGOs, businesses, policy makers and members of the public) explaining key features of the EU Directive and providing guidance on how to ensure that the transposition process results in legislation at national level that improves the minimum standard laid down by the Directive.
  • A catalogue of 51 ideas about how companies can contribute to SDGs was developed by Fairtrade Denmark.
  • The Consumer Survey 2020 asked +5000 consumers in five European countries about whether they had tried to purchase items produced in a sustainable way during the past year, along with their stance on how much businesses and governments should enable them to make responsible decisions.