Embrace Sustainability with the ‘Be Fair Right Now’ Initiative
Kenya’s agriculture is vital to its economy and communities, but it’s under threat from cli-mate change, harmful pesticides, deforestation, and soil erosion. Without action, this critical system could become unsustainable.
Imagine a world where staples like tea, coffee, fresh flowers, or fruits and vegetables are no longer readily available. By choosing Fairtrade-certified products, you can play a part in re-versing this trend and supporting sustainable farming practices in Kenya.
“Agriculture is the heartbeat of our communities, deeply intertwined with the livelihoods and well-being of millions, “says Isaac Tongola, Executive Director of Fairtrade Africa. “Through the Be Fair Right Now initiative, we are calling on consumers to champion fair, transparent choices and challenge their favourite brands to uphold environmentally responsible practices, building a more resilient, equitable future for Kenya.”
What is the ‘Be Fair Right Now’ initiative?
Returning for its second year, Fairtrade Africa’s Be Fair Right Now initiative invites Kenyans to take a closer look at their shopping habits and connect with the farmers and workers producing the goods they enjoy. This initiative encourages shoppers to support ethical and sustainable farming practices, paving the way for a better future.
In a world full of greenwashing and unclear claims, it is important that products we purchase meet high environmental, social, and economic standards.
“The Fairtrade Mark is a trusted symbol for shoppers looking to make a real impact,” adds Tongola. “By choosing Fairtrade-certified products, you not only make an ethical purchase but also join a movement that promotes fair wages, sustainable farming, and community development. With a wide range of Fairtrade products available in Kenya, consumers have countless opportunities to choose fair and make a positive impact.”
Take action today
From November 2024, the Be Fair Right Now initiative challenges consumers to rethink their purchases and embrace Fairtrade values like gender equality, climate action, and fair wages. Start your journey by taking the fun and interactive online quiz at https://befairrightnow-kenya.o
Fairtrade Africa’s role in Kenya
Fairtrade actively supports farmers on the ground. Local Fairtrade teams provide expert guidance on farm management, sustainability, and safe working conditions while running impactful programs on critical issues like climate change, gender equality, child labor, and youth empowerment in farming. By ensuring compliance with rigorous Fairtrade Standards, they empower communities to achieve long-term development.
Organisations like Fairtrade Africa also bridge the gap between ethical producers and businesses by connecting companies with farmers committed to sustainable production.
Every choice matters
Fairtrade Africa works to create open conversations and meaningful partnerships across the supply chain, uniting farmers, workers, companies, governments, and civil society to tackle real issues. Every purchase you make is an opportunity to support sustainable farming, fair wages and thriving communities—your shopping choices can truly change lives and help protect the planet for future generations.
