Fairtrade Africa Highlights Gender Equality in Agriculture During 16 Days of Activism
In support of the 16 Days of Activism for No Violence Against Women and Children, Fairtrade Africa has launched the Be Fair Right Now initiative, urging South Africans to champion gender equality and human rights in agriculture through ethical consumer choices. This campaign sheds light on the vital yet often undervalued role of rural women in sustaining agriculture and promoting environmental resilience.
Women constitute 60% of the global agricultural workforce and produce half of the world’s food, yet they continue to face systemic barriers, including limited access to land, financing, and equal opportunities.
“Women are at the heart of agriculture, managing natural resources, tackling climate challenges, and ensuring food security for their communities,” said Sandra Ndlovu, Regional Communications Officer for Fairtrade Africa’s Southern Africa Network. “However, they face significant inequalities. Women in farming often work longer hours than men while dealing with restricted access to resources and entrenched discrimination. Achieving fairness in agriculture is not just about fair wages—it’s about empowering the women who are essential to our food systems and climate solutions.”
Championing Equality in Agriculture
Running from November 25 to December 10, 2024, the Be Fair Right Now campaign aligns with the International Day for the Elimination of Violence Against Women and places a spotlight on the challenges faced by women in agriculture. Fairtrade Africa aims to address these systemic inequalities by promoting fair wages, resource accessibility, and sustainable farming practices.
The campaign highlights that supporting gender equality in agriculture not only empowers individual women but also strengthens local communities and enhances global sustainability efforts.
Sowing the Seeds of Change
South Africa has seen a growing number of women entering the farming and agribusiness sectors. Now in its second year, the Be Fair Right Now initiative encourages South Africans to make more thoughtful buying decisions that support gender fairness, environmental sustainability, and climate action.
An interactive online quiz by Fairtrade Africa enables participants to assess the impact of their purchasing habits and discover practical ways to support Fairtrade-certified products. The campaign also offers participants a chance to win prizes while promoting a deeper connection to the women behind the products that sustain the world.
To participate, consumers can visit Fairtrade Africa’s campaign page, take the quiz, and explore tips for incorporating sustainable shopping habits into their daily lives.
Building a Fairer Future
“We want South Africans to recognize their power as consumers to advocate for gender equality, human rights, and environmental sustainability,” Ndlovu concluded. “This 16 Days of Activism, let’s take meaningful action for women in agriculture and work together toward a fairer, more sustainable world. By making ethical choices, we can drive real change.”
Through collective responsibility and informed consumer action, the Be Fair Right Now initiative aims to create a fairer, more equitable agricultural sector—one that uplifts the women who help feed the world.
