---

With not long to go until the World Cup 2010 kicks off in South Africa, the Fairtrade Foundation is launching a Sip for South Africa campaign to encourage football fans to switch their usual tipple to Fairtrade and help support Fairtrade farmers, workers and their communities in the country.

Fairtrade certified wine producers hit a double strike with Fairtrade as they receive the Fairtrade minimum price for their grapes [or the world market price whichever is higher], as well as a Fairtrade premium which Fairtrade producers in South Africa invest in projects such as housing for workers, day care centres, college bursaries, computer labs, adult education classes and pension schemes. The Fairtrade premium is also being used to encourage youngsters to play the beautiful game for physical exercise.

One of the Fairtrade wine brands taking part in the Sip for South Africa campaign is Stellar Organics based at Trawal in the Western Cape. They have chosen to invest some of the Fairtrade premium in a local football team Stellar United as a way of bringing youngsters together to help tackle youth crime. The premium funds have been used to buy kit and there are now plans to invest the money in a new pitch. The project has helped spur eight other local teams from local farms who have set up a mini league.

Berty Jones, a former handyman and now Cellar Master at the Stellar Winery says the football team has been a great success. ‘There was nothing for youngsters to do and many were turning to crime and drinking,’ says Berty. ‘The team gave them motivation as well as providing them with other life skills such as leadership. In fact some of them are now working for Stellar and training in the wine business.’

Fairtrade wines is a growing category and volumes for Fairtrade wine grew last year (2008 – 2009) by 37% from 4,500 tonnes to 6,000 tonnes of wine grapes. Fairtrade wine brands Fairhills, Thandi, Origins and Stellar Organics are taking part in the campaign to encourage more consumers to switch their usual tipple to Fairtrade and help make a difference to Fairtrade supported communities in South Africa. Recent Fairtrade award winners include Stellar Organics Heaven and Earth which won the silver Decanter Award and the Gold International Wine Challenge and at the International Wine Challenge 2010, three Thandi wines were commended (2009 Sauvignon/Semillon, 2009 Sauvignon Blanc and 2008 Cabernet Sauvignon /Merlot).

Harriet Lamb, Executive Director of the Fairtrade Foundation says: ‘The quality and range of Fairtrade wine continues to grow with many Fairtrade wines winning awards. The Fairtrade premium projects are truly inspiring and empowering people to make a difference to their lives. One of my favourite ones is the adult education classes which allows older people who couldn’t previously write their name, to now feel dignity and pride at being able to sign for their pension.’

Point-of-sale material such as bunting, posters, table talkers, flyers and other resources are available from the Fairtrade Foundation (www.fairtrade.org.uk) to help bars, pubs, restaurants and other out of home venues to promote Sip for South Africa during the World Cup 2010.

Other Fairtrade products from South Africa include oranges, rooibos tea, apples, pears and soap made by Township Trades in Cape Town, a project for young people impacted by HIV and poverty.

For more information please contact Faith Mall, Media & PR Manager at the Fairtrade Foundation, on 0207 440 8597 or Eileen Maybin, Head of Media, on 0207 440 7686.

Faith Mall
Media and PR Manager
020 7440 8597/07766 504 947
faith.mall@fairtrade.org.uk

Eileen Maybin
Head of Media
020 7440 7686 07770 957 451
eileen.maybin@fairtrade.org.uk

Martine Julseth
Media and PR Manager
020 7440 7695/07825 827 791
martine.julseth@fairtrade.org.uk

Neil Martin
Assistant Press Officer
020 7440 7620
neil.martin@fairtrade.org.uk

Notes to Editors

1. Other brands that are involved in the campaign include Palesa, Overhex Wines, Traidcraft and Ehrmanns, which, as well as Stellar, has another brand called Koopmanskloof.

2. The FAIRTRADE Mark is a certification mark and a registered trademark of Fairtrade Labelling Organisations International (FLO) of which the Fairtrade Foundation is the UK member. 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 is now recognised by 72% of UK consumers and appears on products as a guarantee that disadvantaged producers are getting a better deal. Today, more than 7.5 million people – farmers, workers and their families – across 58 developing countries benefit from the international Fairtrade system.

3. To find out more about Sip for South Africa go to: http://www.fairtrade.org.uk/

4. 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 and olive oil.

5. 7 in 10 households purchase Fairtrade goods,, helping Fairtrade sales reach an estimated £800m in 2009, up from £712m in 2008. There are over 460 producer organisations selling to the UK with 872 certified producer groups in the global Fairtrade system, representing more than 1.5 million farmers and workers.

6. To find out more about Township Trades/Visionary Soaps go to http://www.townshiptrades.com