As part of its 20th anniversary celebrations, Fairtrade Africa (FTA) has unveiled a new three-year strategy designed to empower producers across Africa and the Middle East to thrive in the face of climate change and capitalize on the opportunities presented by the African Continental Free Trade Area (AfCFTA).
The 2026–2028 Strategic Framework comes at a crucial time for Africa’s agricultural sector. While the AfCFTA is projected to increase intra-African trade by more than 50%, farmers continue to face rising threats from extreme weather events and global market volatility.
Over the past two decades, Fairtrade Africa has channelled more than €700 million in Fairtrade Premiums into community projects, education, and climate resilience initiatives, a foundation on which the new strategy builds.
“For 20 years, we have shown that when farmers lead, resilience grows,” said Isaac Tongola, executive director of Fairtrade Africa. “Our new strategy ensures that African producers are not just participants but leaders and key beneficiaries of the continent’s economic transformation. We are moving beyond fair prices to building structurally fairer, more resilient, and digitally integrated agricultural systems.”
Four Pillars of the New Strategy
- Expanding Market Access: Leveraging AfCFTA’s projected $6.7 trillion consumer and business market by 2030 to accelerate Fairtrade sales and connect producers to new regional buyers.
- Building Climate-Resilient Agroecological Systems: Scaling regenerative farming practices across hundreds of thousands of hectares to boost sustainable yields.
- Strengthening Producer Organizations: Investing in the inclusivity, innovation, and financial health of cooperatives, with a focus on empowering women and youth — the next generation of African agriculture leaders.
- Amplifying Policy Advocacy: Supporting producers to influence policies that protect livelihoods and embed fair trade principles in global and local regulations, including compliance with the EU Deforestation Regulation (EUDR).
A major immediate priority is helping smallholder farmers meet the EUDR requirements. FTA has already geolocated nearly 100% of its cocoa farms, giving farmers the digital proof they need to retain access to European markets.
“This strategy responds directly to the realities of our producers,” said Madeline Njeri Muga, FTA’s Strategy and Impact Director. “It equips them with the tools, markets, and policy backing they need to build businesses that withstand shocks and secure prosperity for future generations.”
A New Era for Fairtrade Africa
The launch signals Fairtrade Africa’s shift from being purely a certification body to becoming a comprehensive development partner, using digital innovation, data-driven advocacy, and strong producer networks to redefine fairness in global trade.
