Activate your shoppers

Every trip to the grocery store is an opportunity to choose the world you want. We want a world where farmers get paid a fair price for their goods, women thrive and the environment is prioritized.

That’s why we are partnering with local artists in three US cities to spread the word and remind each passerby that we all have an incredible opportunity to create the world we want.

Yellow Fairtrade certified bananas sit in a beautiful produce display.
Choose Fairtrade: Choose the world you want.

About the campaign

Art has sparked conversations on social justice issues and hope for change for generations. That’s why we decided to create the Choose Fairtrade mural campaign – to celebrate the people who grow staple goods like coffee, cocoa and bananas and bring to light the challenges that they face because of unfair trade. By choosing Fairtrade, you are choosing a world where farmers and workers get a fair deal, women thrive and the environment is prioritized.


Campaign highlights from last year

Tools to engage with shoppers

  • 1

    Merchandising Contest

    Showcase your store’s commitment to Fairtrade by participating in our “Choose Fairtrade. Choose the world you want.” merchandising contest! Display products with the Fairtrade Mark, point shoppers toward, and help us stir meaningful conversations and difference-making purchases all month long. Plus, there are some great prizes for the top 3 stores!

    Information and Rules
  • 2

    "Choose Fairtrade" In-Store Displays

    Greet shoppers with in-store signage that connects them to the people behind their food! Use our “Choose Fairtrade. Choose the world you want.” printable graphics for your end-caps, counter-top signs, and shelf talkers.

    Download creative assets
  • 3

    Stats, Quotes & Talking Points

    Need a quick stat? A quote from a farmer that illustrates how Fairtrade fits into their life? Or talking points on the campaign and explaining Fairtrade to your shoppers? Look no further!

    Download now
  • 4

    "Why I choose Fairtrade" Video

    Tell your Fairtrade story to consumers by recording a short video on the theme “Why I choose Fairtrade.” Post on your channels in October, tagging @FairtradeMarkUS and #ChooseFairtrade, and share it with our team so we can promote it on our channels too!

    More information & examples
  • 5

    Social Media Posts

    Use content we’ve created for our partners to engage on social media, and be sure to use #ChooseFairtrade to amplify our collective message in October. (More posts will be added here!)

    Download posts & creative assets

Get involved in the 2021 campaign

Over the next few months we will be sharing more tools, resources and ways to get involved in the 'Choose Fairtrade. Choose the world you want.' campaign that will launch in October.