‘Fairtrade goes beyond extra payments, it’s about creating new opportunities. The farmers benefit, the community benefits, kids benefit, everyone benefits. It’s a partnership I hope we can keep forever.’
— Alexia Ludford, sugar cane farmer, Jamaica
For Alexia and many other sugar cane farmers across the world, 2015 was a difficult year due to trade policy reforms, which led to the price of sugar rapidly declining in the EU.
If farmers sell their sugar cane through Fairtrade, it can be a valuable lifeline. That’s why we asked the public and businesses to stand by farmers like Alexia through buying and stocking speciality Fairtrade sugar. Our Homemade with Fairtrade campaign encouraged bakers to choose Fairtrade for their showstoppers, reaching an estimated 6–6.5 million people through web pages, how-to films, recipes and social media posts, press coverage and business partners. Another treat was The Co-operative’s commitment to sell 100 percent Fairtrade bagged sugar, the first supermarket to do so.
Meanwhile, our Show Your Hand campaign highlighted the impact that reforms and policy incoherence would have for farmers like Alexia. Thousands of supporters across the country contacted their MEPs asking for action to support them.
In 2015, our fundraising work generated over £1.2 million to create new opportunities for farmers and workers. That included support for sugar farmers in Swaziland, as well as projects with producer networks and work with gold miners in East Africa.
In 2015, UK Fairtrade sugar sales decreased by 34% in volume, but still generated an estimated £3.8M in Fairtrade premium for farmers and workers