Owner Charles Back has always placed significant importance on social accountability as part of the of the Fairview ethos. Fairtrade accreditation will allow Fairview to further build upon its existing projects, bringing further benefit and upliftment to the surrounding farming community.
With two thirds of the 21.8 million bottles of Fairtrade wine sold in 2012 produced in South Africa, SA is the largest producer of Fairtrade wine in the world. "We welcome the addition of the Fairview wines to the Fairtrade offering both locally and internationally, and most importantly the benefits that it will afford the farm workers, their families and communities," says Arianna Baldo, Business Manager of Fairtrade Label South Africa. The current 20 certified South Africa wine producers extend over 64 farms and employ 2,419 farm workers. "In 2012, a total of over R8,100,000 was received by Fairtrade certified farms in South Africa and 165 projects were implemented. The funds used for the implementation of social projects directly benefitted 8,532 recipients and indirect beneficiaries are estimated to be over 42,000," says Baldo, who is also the international wine co-ordinator of the Fairtrade globally.
While Fairview's 10 farms spanning Paarl, Darling and Stellenbosch have all been Fairtrade accredited, Back has chosen its biggest, most established and most successful wine range to carry the logo - and maximise the benefit to the community. "Goats Do Roam is our largest wine brand, established some 15 years ago. It is well-established and recognised in 35 countries across the world," says Back.
The Goats Do Roam 2013 range will be the first wines produced from Fairtrade certified grapes. Goats Do Roam Rosé, Goats Do Roam White and Goats Do Roam Red will be released in both local and international markets during September and October respectively. A percentage of the funds generated from the sale of these wines will be put into various community development projects, benefitting upwards of 450 people. "Through this process, workers learn, practice and acquire invaluable life, leadership and management skills - this is truly empowering," says Fairview Fairtrade Officer, David Loos.
THE FAIRTRADE DEVELOPMENT PREMIUM
In addition to its strict social and environmental standards, unique to Fairtrade is the Fairtrade Development Premium (FDP), an empowerment tool used to achieve more equality and sustainability in the agricultural sector. The FDP embodies the principles of empowerment that are at the core of the Fairtrade movement. It is a sum of money paid by traders in addition to their Fairtrade purchase.
For every bottle of Fairtrade wine purchased, 70 cents of what consumers pay in the shop goes back to the farm workers, who democratically decide how to spend the FDP based on the unique needs of their own community.
Fairtrade premiums are a strong development tool, empowering community members to invest in social and economic projects to improve their own lives. From education to spectacles, to micro-lending and soccer fields, the FDP is helping to transform farming communities across South Africa.
For more information about Fairtrade or to set up interviews with Fairtrade producers and traders please contact: Lynsay Sampson, Marketing and PR Officer, Fairtrade Label South Africa, 021 4488911,
Lynsay@FairtradeSA.org.za, and visit
www.FairtradeSA.org.za.
For more information on Fairview Fairtrade Wines, please contact +27.218632450 or visit
www.fairview.co.za. Follow Fairview on Twitter @FairviewWine and @GoatsDoRoam and Facebook facebook.com/FairviewWine and Facebook.com/GoatsdoRoam for the latest Fairview Fairtrade news.