Walking around the Deli Market News headquarters in Midtown and Downtown Sacramento, California, you can feel the energy and artistry on the building walls. The urban murals are symbolic across the U.S., and pieces of work highlighting key issues will be popping up across Austin, Texas; Minneapolis, Minnesota; and Tacoma, Washington, as Fairtrade America has launched its second annual national campaign, Choose Fairtrade. Choose the world you want. Fairtrade America is creating broader awareness on how purchasing a Fairtrade-certified product can make an impact on the lives of nearly 2 million farmers and workers across the world.
“We are thrilled to continue a campaign that beautifully celebrates and honors the hardworking farmers and workers who produce the goods we enjoy every day while overcoming tremendous challenges to do so,” said Peg Willingham, Executive Director of Fairtrade America. “We hope this positive expression of Fairtrade’s mission inspires shoppers to give more thought to the people behind the foods they purchase and opt for Fairtrade certified products when possible. Choosing Fairtrade certified products actively supports initiatives that fight poverty, foster gender equality, and more across the globe.”
Last year, the successful campaign brought inspiring murals to the cities of Denver, Colorado; Los Angeles, California; and Tacoma, Washington. Now in its second year, Fairtrade America has partnered with notable mural artists Mari Shibuya, J. Muzacz, and Reggie LeFlore to encourage consumers to learn more about Fairtrade.
Fairtrade America also partnered with key retailers in major metropolitan areas Austin, Minneapolis, and Tacoma where murals are already prominent within the culture. As noted in a press release, each mural features real farmers and a key benefit of choosing Fairtrade certified products, reaching more Americans and educating them about the value of purchasing Fairtrade.
The producers featured in each of the murals represent millions of farmers in the Fairtrade system who receive fair compensation for their goods and assistance producing them in compliance with rigorous gender equality, climate change, and child labor standards.
“Now, more than ever, we must listen to and raise the voices of the farmers and workers around the globe. As public art has inspired change for generations, we hope this year’s murals bring positive awareness to farmers and provide Americans a variety of reasons to choose goods at the store that support people and our planet,” shared Willingham.
In addition to the murals, Fairtrade will further boost awareness by hosting 20 giveaways in October, with prize packs including one mural art print of the winners’ choosing, several innovative Fairtrade-certified products, and a Fairtrade cotton tote bag.
To read more about the jaw-dropping murals and what they represent, click here.
Keep an eye out for all things Fairtrade and sustainable with Deli Market News continues to highlight changes in the industry.