Choose the world you want

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.

October 1 is the start of Fair Trade Month, and we are partnering with local artists in three US cities to spread the word. Let’s remind each passerby that we all have an incredible opportunity to create the world we want. Find in-store and digital assets below, and join the movement.

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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. Choose the world you want. mural campaign – to celebrate the people who grow staple goods like bananas, cocoa, coffee, and tea 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.

Get assets to celebrate Fair Trade Month
2020 + 2021

Campaign highlights

Nine beautiful murals

Since 2020, we have created nine murals in cities across the country. Each mural features a farmer and is painted by local artists. We're connecting consumers with the people who grow and produce their food. Learn more here.

Woman cocoa farmer in Cote d'Ivoire reaches for green pod.

Sharing real farmer stories

All murals and signage contain QR codes that lead directly to deeper content on the featured farmers, like this story about Rosine, a cocoa farmer from West Africa.

Influencer, Anne Marie John visiting Fairtrade America's mural in Denver, CO at Kaladi coffee roasters highlighting a Fairtrade coffee farmer.

Connecting local and global

We collaborated with local retailers and influencers to amplify the human-centered connection between shopping local and shopping fair trade.

Tools to engage with shoppers

  • cacao farmer on a shelf talker for Fair Trade Month
    1

    In-store displays for your shop

    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
  • 2

    Stats & Talking Points

    Need a quick stat? Or talking points on the campaign and explaining Fairtrade to your shoppers? Look no further!

    Download now
  • Choose Fairtrade social graphic
    3

    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 2022 campaign

Throughout October, we will be sharing farmer stories from our 'Choose Fairtrade. Choose the world you want.' campaign. Subscribe to follow along.