Be Fair Right Now - Why the True Value of Your Wine Goes Beyond the Price Tag

Fairtrade Africa Marks 20 Years — Let’s All Build a Fairer South Africa Together

That glass of wine you pour at the end of a long day carries more than flavour, it carries stories. Behind every sip are the farmers tending vines under unpredictable skies, the workers who hand-pick grapes, and the communities whose livelihoods depend on fairness.

As South Africa’s wine, coffee, and cocoa industries navigate rising production costs, unpredictable weather, and global competition, one question is becoming impossible to ignore: what’s the true value of what we consume?

According to Isaac Tongola, Executive Director of Fairtrade Africa, fairness must extend far beyond the price tag - across the entire value chain, from those who produce to those who enjoy.

“A fair price is multifaceted. It ensures that producers earn a sustainable income while consumers receive transparency and value,” says Tongola. “In South Africa, we’ve long had a strong institutional framework for fairness, but these are being tested by inflation, rising administered prices, and a growing cost-of-living crisis. This is why sustainable, fair farming matters now more than ever. It strengthens our economy, protects our environment, and safeguards production and food security for future generations.”

20 Years of Fairness in Action

For two decades, Fairtrade Africa has stood for one powerful principle: that trade should reward those who cultivate the land responsibly and treat workers fairly. From empowering coffee cooperatives in East Africa to improving labour conditions on South African wine farms, Fairtrade’s impact has been both local and lasting.

Now, as part of its 20-year milestone, the organisation is relaunching its successful ‘Be Fair Right Now’ (BFRN) campaign in South Africa - an invitation for consumers and businesses to rethink the meaning of fairness in every purchase.

“For 20 years, Fairtrade Africa has stood with farmers, workers, and communities across Africa and the Middle East, building fairer futures from the ground up,” Tongola adds.

“From empowering coffee cooperatives in East Africa to improving labour conditions on South African wine farms,  “Our legacy is one of progress built through partnership but now, we’re calling on consumers, retailers, and brands to be part of that legacy by making fairness part of everyday life. Together, we can redefine value, not just by what something costs, but by what it contributes.”

Where Fairness Meets Flavour

Fairtrade-certified farms and cooperatives embody resilience. They invest in sustainable practices that reduce emissions, protect soil health, and create opportunities for farmers and workers to improve their living and working conditions - from access to healthcare and education to fair wages and community development.

These long-term commitments keep rural communities strong, create economic stability, and help secure South Africa’s agricultural future.

The Be Fair Right Now campaign celebrates these achievements while reminding South Africans that fairness can be as simple as what’s in your shopping basket. Choosing Fairtrade-certified coffee, wine, chocolate, or tea directly supports farmers who are building a more equitable and sustainable  agricultural system - one rooted in dignity and respect for people and the planet.

Join the Movement - and Win

Running from November 2025 to mid-January 2026, the campaign invites consumers to participate in a fun and educational online quiz, exploring how fair their current purchases are - and discovering simple ways to shop more ethically.

Participants stand a chance to win a Fairtrade hamper or the ultimate Fairtrade Experience, an all-inclusive weekend getaway in the winelands, where fairness truly meets flavour.

To enter, South Africans over the age of 18 can visit https://befairrightnow-sa.org, complete the quiz, and submit their email address.

Media Contact:

Nadia Hearn, GET PUBLISHED - This email address is being protected from spambots. You need JavaScript enabled to view it., M. 074 923 3835