Today sees the start of #FairtradeFortnight, an initiative founded by the Fairtrade Foundation. This year, their campaign focuses on highlighting the need for cocoa farmers in West Africa to earn a living income.
"The net annual income required for a household in a particular place to afford a decent standard of living for all members of that household."
A 'decent standard of living' means what you would expect it too; access to food, clean water, a roof over their heads, quality education, transport, affordable healthcare, being able to clothe all members of the family - and even a little extra left in the "bank" for a rainy day. You know, precisely the same things you and I in developed nations expect - and are fortunate enough to have as the norm.
The #shedeserves campaign follows women from our tribe member Jaqueline's home country, Côte D'Ivoire. The amount these women need to earn per day to make a living income and support their family is £1.86* - less than a takeaway cup of fairtrade coffee. The average cocoa farmer lives on just 74p** per day, meaning many are living in poverty.
*WIP estimation based on the Living Income Community of Practice
**This is the estimated daily income per household member based on a typical cocoa farming household
To download your the Fairtrade Foundation's campaign collateral, click here.
Living Wage vs Living Income
Although similar in ideals, a living wage refers to salaried earners such as farm labourers and factory workers. Living income is what a self-employed farmer would need to earn to meet the same decent standard of living.
Why Does Fairtrade Matter to Novel Creatives?
Fairtrade is one of the (numerous) sustainability pillars built into our business model. Not only is it intrinsically linked to many of our creative freelancers working practices; whether their skills be in the food, beauty or fashion; choosing and using fairly traded ingredients are essential to their personal and professional set of the ethics. The kind of brands that use our marketplace to hire their like-minded crew also use fairly traded raw materials to produce their goods — lastly, our commitment to the #nofreework campaign (spearheaded by the Freelancer Club).
Being freelancers in a creative industry seems to carry a different weighted understanding of the reasons why we deserve to be paid fairly, to say, a plumber, for instance. While I cannot argue that we are substantially better off merely because we live in a developed economy, novel creatives will understand the plight of women (and men) in developing countries, who work tirelessly to grow their own businesses and reap the rewards of their hard work; thereby being deserving of an income that can sustain them.
Not to mention, these men and women literally grow the raw ingredients we need for our own survival. Which includes everything from the food we eat, to ingredients for our skin care, the clothes we wear - and the goods being produced that we are using and photographing, and ultimately earning our livings from.
This week we will be shining a spotlight on the talent and brands within our network who champion fairtrade on our social media channels. You can easily find them on the marketplace, by selecting "fairtrade ingredients" in the 'Working practices/interests & personal values' criteria checkbox and hitting the update view button.
A Bunch of Ways to Get Involved
Here's a banana bunch of ways to engage with their #shedeserves campaign and support fair trade:
1. Get informed! You can start by watching this informative little film about "The Story of Chocolate." Next, you can also brush up on some key facts and figures around Fairtrade and the cocoa industry.
2. Share your new found knowledge. Why not invite some of your chocolate-loving friends and family round for a slab, cake and coffee - #fairtradecertified, obvs! Use the opportunity to inform others about the benefits of #fairtrade.
3. Fundraise for Fairtrade. You could use your shindig to do a little fundraiser for the Fairtrade Foundation. They suggest charging everyone £1.86 for the privilege of attending your soiree. We think that's a genius idea!
Here's a bunch of other ideas they suggest for fun fundraising initiatives. You could also order a fundraising box incase your nearest and dearest don't believe you will hand over the money, honey.
If that all seems like too much of a bother, you can always just donate online.
Interested? Find out more!
4. Get into the Algorithm! Follow and share the campaign to help us raise awareness of the issues using the following channels:
5. Sign the petition calling on the UK Government to ensure that our trade with developing countries puts poverty reduction front and centre, delivering living incomes for all. The petition opens for signatures on Monday 25 February. Sign up to their emails to be reminded on the day.Â
6. Hire a novel creative for your next photoshoot of fairtrade goods. It's the easiest way to keep the circle growing and ensure fair trade is employed throughout the chain.