FLO Launches Marketing Initiative in Kenya Market

Fairtrade International (FLO) has launched Fairtrade Eastern Africa, an organization that markets and promotes use of the FAIRTRADE Mark on products in the Eastern African region. It’s a...

Fairtrade International (FLO) has launched Fairtrade Eastern Africa, an organization that markets and promotes use of the FAIRTRADE Mark on products in the Eastern African region. It’s a major step in enabling African farmers and workers to sell their products on fair terms in their own home mar

Fairtrade International (FLO) has launched Fairtrade Eastern Africa, an organization that markets and promotes use of the FAIRTRADE Mark on products in the Eastern African region. It’s a major step in enabling African farmers and workers to sell their products on fair terms in their own home market.

The formal launch took place on 8 May, with representatives from FLO, Fairtrade Eastern Africa, and Oxfam. Preliminary market research results indicate that 86% of Kenyan consumers when asked would look out for the FAIRTRADE Mark when shopping, while 73% would be prepared to pay extra for a product with the label on it. Fair Trade coffee and chocolate are already on sale in Kenya. Four new tea lines will soon be hitting the supermarket shelves too.

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