Ethics sell: Fairtrade is shaping the future of conscious shopping

Canadians are increasingly expecting companies to source their products responsibly, with third-party independent certification being the most trusted way for them to easily identify such products on store shelves.

+521%

total Fairtrade banana growth 2019-2024
+211%

total Fairtrade cocoa growth 2019-2024
+24%

total Fairtrade coffee growth 2019-2024

By the numbers

Celebrating our collective impact

We're proud to partner with almost 400 companies and countless retailers across the country to help them promote Fairtrade products to Canadians.

Over US$87 million in Fairtrade Premium

Over the last 13 years, sales of Fairtrade certified products in Canada have generated over US$87 million in Fairtrade Premium - an extra sum of money that farmers and workers invest in community or business projects of their choice.

Fairtrade vs. the Market: 2025 Retail Growth Insights

The latest NielsenIQ and Euromonitor International data reveal a clear story: Canada’s coffee and cocoa markets are under pressure, but Fairtrade is delivering measurable growth where others are declining.

Fairtrade continues to outperform the Canadian cocoa market in both volume and value performance, across organic and conventional. And in a year when total coffee volumes fell –4%, brands with a Fairtrade offering grew +17% in volume and +32% in value, significantly outperforming both non-certified and Rainforest Alliance-certified products. Fairtrade is also the most sought-after certification mark among Canadian coffee drinkers, reinforcing its role as a trusted signal in cost-conscious purchasing decisions.

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Key insights from 2024 Canadian sales

- Almost USD 10 million in Fairtrade Premium was generated from Canadian sales in 2024 - Fairtrade cocoa volumes have grown by an average of 15% over the past two years - Fairtrade bananas saw a 25% increase in sales volumes in 2024 - Fairtrade bananas capture an estimated 37% share of the organic banana market in Canada

See the full Fairtrade Canada annual report

Sustainability Sells

GlobeScan’s research also found that Canadians who recognize the Fairtrade have a positive perception of brands that carry the Mark and say it makes it easier to identify products that were ethically sourced. Based on the 2025 GlobeScan survey: - Almost 7 in 10 say Fairtrade is worth paying more for. - Nearly 4 out of 5 have a positive perception of brands carrying the Mark. - 76% say the Mark makes it easy to decide if a product is ethically and responsibly produced.

Read the report

Stronger together

Fairtrade wouldn’t be able to boast such real results if it weren’t for the over 2,000 brands worldwide that are committed to prioritizing human rights, fairer prices, and sustainable farming practices. Discover what a few Fairtrade Canada licensees have to say:

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