OTTAWA, May 01, 2019 (GLOBE NEWSWIRE) -- Across Canada, the month of May is dedicated to celebrating, advocating for, and educating on all things Fairtrade. New Globescan research indicates that Canadians have made a strong head start on the celebrations. Findings show that consumers are increasingly demanding more ethical options.

According to the research, 77% of Canadians are familiar with ethical labels. Of those who have seen the Fairtrade Mark, more than 8 out of 10 responded they trust the Mark. Additionally, 70% of these respondents reported buying products with the Fairtrade Mark on an ongoing basis.

During Fairtrade Month, thousands of campaigners, retailers, and socially responsible companies will hold events and promotions to celebrate the farmers and workers behind our favorite foods, drinks, and clothing. Fairtrade’s focus on living income and wages for producers, respect for human rights, and improving livelihoods around the world resonates with people across Canada. 

“As we become more aware of the treatment of farmers and workers, the increasing impact of climate change, and growing income inequalities built into systems of trade, we need to take conscious steps to live our values in our everyday choices,” says Julie Francoeur, Executive Director of Fairtrade Canada. “The assurance that an independent, third party certifier like Fairtrade can offer is part of the journey towards conscious consumer choices that support a system of trade based on equal opportunity for all.”

The Fairtrade Mark makes it easy for people to identify products that align with their values.  Over 50% of those surveyed said that the Mark made it easier to assess if a product was ethically-produced. Globescan also found that nearly 77% of people would view a brand they already buy more favorably if it was Fairtrade certified.

“Each day we make hundreds of small decisions, and each decision has an impact that extends far beyond that one simple choice,” says Sean McHugh, Executive Director of the Canadian Fair Trade Network. “Here in Canada, we have the power to shape the future of trade by voting with our wallets. When I see the Fairtrade Mark on a product, I know that the fundamental rights of farmers and workers in the Global South are being respected.”

Other findings from 2019 Globescan research include:

  • Share with your neighbors - 73% of consumers familiar with the Fairtrade Mark would recommend Fairtrade products to their friends.
  • Live your values - More than 50% of consumers believe that Fairtrade reflects their values.
  • Fairtrade = high quality - 47% of consumers 18-34 years old associate Fairtrade with high quality products.


About Fairtrade Canada

Fairtrade is a global movement for change with a strong and active presence in Canada, represented by Fairtrade Canada. We work directly with businesses, consumers and campaigners to make trade fair for farmers and workers by ensuring fair, sustainable and ethical supply chains for the products we consume. The international Fairtrade system represents the world's largest and most recognized independent certification system, representing over 1.66 million farmers and workers in 73 countries. Visit to learn more.

Media Contact

Pippa Rogers, Fairtrade Canada / 613 563 3351 ext. 250

A photo accompanying this announcement is available at