The launch of four new Fairtrade-certified wines under the Arniston Bay brand is a ground-breaking move for one of South Africa’s best-selling wines and one of the largest Fairtrade drink deals ever made.
The Arniston Bay wines, a Red and a White both in BiB 3L and bottle (75cl) format bearing the Fairtrade mark will be available for purchase in the Co-operative in the autumn.
Both businesses are key Fairtrade pioneers, with Stellenbosch Vineyards being responsible for Thandi – the first Fairtrade wine brand in the world – and the Co-operative pioneering its own extensive range of own-label Fairtrade wines ten years ago.
As well as guaranteeing a better price for the grapes, the Fairtrade Mark means the 122 workers, and 68 families, who work at the grape producing vineyard in South Africa’s rural Breede River Valley also receive a Fairtrade social premium. Social projects - including a preschool children’s facilities, a school bus, after-care facilities, community halls for adult leisure activities and sports development – are approved by the Fairtrade Farmworker Trust which is formed of the vineyard’s workers.
The Co-operative’s Fairtrade senior wine buyer Ed Robinson said: "This step represents a natural progression for us, developing on the success of our well-established Own Label range. Working with Stellenbosch Vineyards to convert the world-renowned Arniston Bay wines to Fairtrade represents a massive achievement for all those involved and will make a real, tangible difference to those who matter the most – the people on the ground responsible for making the wines."
This major collaboration, between Arniston Bay and the Co-operative, also represents a step change for the fortunes of Fairtrade wines in the UK, sales of which are already booming (+24% volume in 2013). Through the Co-op’s commitment to the wines, the UK Fairtrade wine market should see a 30% growth in volume sales over the next year with this addition.
Anna Pierides, Wine Manager at the Fairtrade Foundation, added: "It is fantastic that the Fairtrade wine pioneer Stellenbosch Vineyards has made a further commitment to Fairtrade.
"Fairtrade aims to ensure a better price, decent working conditions and fair terms of trade for millions of producers and farmers around the globe. This launch will help ensure more producers and workers in South Africa will benefit from a better price and the additional Fairtrade Premium, whilst building on the continuously growing Fairtrade wine market."
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For further information, contact Anna Galandzij, Press Officer, Fairtrade Foundation
E: firstname.lastname@example.org T: 020 7440 7692
Notes to Editors
About Stellenbosch Vineyards
One of the largest branded product exporters in South Africa, exporting 85% of our wines to 39 countries. Our head office is on Welmoed Estate, the oldest proclaimed farm in the renowned Stellenbosch district with a history stretching back to 1690. Our brands are Arniston Bay, Stellenbosch Vineyards, Versus, Welmoed and Credo.
SOCIAL AND RESPONSIBLE
We subscribe to ethical and sustainable winemaking and are certified by WIETA, a body that regulates ethical standards in the industry. Focus on ethical trade is a key part our our business.
We are shareholders in Thandi, the first ever Fairtrade wine brand in the world. It also was South Africa's first agricultural Black Economic Empowerment (BEE) project and today it is the country's biggest black-owned exporting wine company. The company is owned by 250 farm worker families who are land owners and who also hold 51% shares in the business. We are also involved in the making of Enaleni, a Social Wine of which funds go back to the Enaleni community to benefit community initiatives in education and healthcare. The Enaleni farm has 23 beneficiaries and owners, all farm workers.
About the Fairtrade Foundation
The Fairtrade Foundation is an independent certification body which licenses the use of the FAIRTRADE Mark on products which meet international Fairtrade standards. This independent consumer label appears on products to show that disadvantaged producers are getting a better deal from trade. Today, more than 1.3 million people – farmers and workers – across more than 70 developing countries benefit from the international Fairtrade system.
Over 4,500 products have been licensed to carry the FAIRTRADE Mark including coffee, tea, herbal teas, chocolate, cocoa, sugar, bananas, grapes, pineapples, mangoes, avocados, apples, pears, plums, grapefruit, lemons, oranges, satsumas, clementines, mandarins, lychees, coconuts, dried fruit, juices, smoothies, biscuits, cakes & snacks, honey, jams & preserves, chutney & sauces, rice, quinoa, herbs & spices, seeds, nuts & nut oil, wines, beers, rum, confectionary, muesli, cereal bars, yoghurt, ice-cream, flowers, sports balls, sugar body scrub and cotton products including clothing, homeware, cloth toys, cotton wool, olive oil, gold, silver and platinum.
Awareness of the FAIRTRADE Mark continues to be high in 2013, at a level of 77%.
Estimated retail sales of Fairtrade products in 2013 reached £1.78 billion, a 14% increase on sales of £1.53 billion in 2012.