Fairtrade Launches In Kenya; Faces Long Struggle And Potential Demand Among High-Income Consumers

Fairtrade Foundation launched its program aimed at marketing produce of African farmers on Fairtrade terms in Kenya. Results of the group’s study showed 95 percent of high-income Kenyans are willing to pay more to help local producers, with 65 percent saying readiness to pay 5–10 percent more than non-Fairtrade products. However, middle- and low-income respondents said they usually make their purchasing decisions based on price. Product lines included in Fairtrade marketing program include coffee, tea, sugar, fruit juices, and honey, with sales target ranging between £5 million and £10 million. Kenya’s Fairtrade campaigners face a long struggle ahead in the country, which has a population of 41 million and a GDP that has more than doubled in the past 10 years to £20 billion per year. Market research by Fairtrade showed local consumers are interested in seeing Fairtrade-certified products currently being sold in the UK.