Main Navigation

Main Navigation

Why Fairtrade

Products

For Producers

For Business

Get Involved

Contact us

For Media

Our mission and vision

At Fairtrade Africa, our vision and mission drive everything we do. Our new 2026–2028 strategy is the roadmap for navigating a producer environment that's changing fast — while staying aligned with Fairtrade International's global strategy.

Our vision

Is a world in which all producers can enjoy secure and sustainable livelihoods, fulfil their potential and decide on their future.

Our mission

  • Transformative
  • Resilient 
  • Impact

Our Strategic Framework for 2026–2028 sets the direction for our work with certified producer organisations across 29 countries in Africa and the Middle East, representing over 1.45 million smallholder farmers and workers.

Our strategy is built through a participatory process that involves producers, staff, partners, and the Board, so the strategy can respond to a fast-changing environment that includes climate pressures, shifting trade regulations, and new market opportunities — while keeping producers at the centre of every decision.

This document guides our priorities, our budget, and our partnerships for the next three years. Here's what's in it:

  • Fairtrade Market Access and Commercialization

  • Resilient and Sustainable Agroecological Systems

  • Innovative and Transformed Producer Organizations

  • Policy Advocacy and Stakeholder Mobilization

  • Corporate Governance and Organizational Development

  • €49.5 M
    total projected budget over three years — an 11% increase on the last strategy cycle
  • +35%
    growth expected in producer-financed membership contributions
  • +19%
    growth expected in donor-financed project funding
  • 7
    priority commodities: cocoa, coffee, tea, sugar, flowers, wine grapes, and bananas
  • 14
    priority countries, together accounting for over 90% of Fairtrade Africa's producer organisations and premiums
Our strategy by the Numbers

Why This Strategy Matters

Every project, campaign, and partnership over the next three years will trace back to this framework. It's the reference point for what we prioritise, what we measure, and what we tell our story about — a shared plan that keeps producer organisations, market partners, and the wider Fairtrade movement working toward the same goals. You'll see this strategy reflected across our programmes, our advocacy work, and the stories we share here on the website in the months ahead.

Our Strategy

Our 2026 - 2028 strategy is anchored in 4 pillars: 1. Fairtrade Market Access and Commercialization 2. Resilient and Sustainable Agroecological Systems 3. Innovative and Transformed Producer Organizations 4. Policy Advocacy and Stakeholder Mobilization And one cross cutting pillar, the Enabler pillar (5), which covers Corporate Governance and Organizational Development.

Download the full strategy