Meet Segundo Alejandro
Segundo Alejandro Guerrero Mondragón is a long-standing member of the Fairtrade-certified Norandino Coffee Cooperative, which includes coffee and sugar cane producers in the Piuran mountains of northeastern Peru. The co-op exports premium coffee beans into the fair trade, organic and specialty coffee markets – including for Kicking Horse Coffee which is available at Lassens. Its 6,000 members collectively work on the sustainable development of their region and to implement certified organic farming practices. Alejandro and his fellow Norandino co-op farmers enjoy access to financing and development projects, such as the diversification of their production and income sources to include raw brown sugar, jams, cocoa, as well as crafts and tourism.
Alejandro’s coffee farm has been part of the Norandino Coffee Cooperative for 27 years. He recognizes Fairtrade’s important role in strengthening their organization, especially to weather times of uncertainty and maintain a fair price for his coffee beans in critical times. Alejandro encourages consumers to choose Fairtrade coffee to support the stability of coffee prices and a fair income for coffee farmers like him.
When Alejandro saw the mural he shared, “I feel very proud that a photograph is part of a mural in Los Angeles, that image incentivizes me to continue in the work of coffee farming and also working to improve the quality of what we do and what we produce in all aspects.”
Hear the rest of his response.
Less than $2 per day
Many farmers and workers around the world live on less than $2 per day. This is an injustice. Through our unique pricing model and rigorous standards, Fairtrade breaks down these systems and ensures that farmers are getting a fair deal for the products they grow.
Levi Ponce is a native Angelino and mural artist passionate about shining a light on important people and issues within the local community through his art. Growing up, Levi was influenced by his immigrant father who was a muralist as well. He fostered his natural talent by earning a B.A. in 3D animation. While Levi has been commissioned by some of the biggest brands in the world — including Disney and Sony — he is best known as the founder of the “Mural Mile.” Levi began painting murals along this three-mile stretch of Van Nuys Boulevard that once covered in graffiti and defaced storefronts. Along the way, he inspired other local artists to join him, volunteering their time and talent, to create beautiful murals to uplift the local community. Levi believes everyone can contribute to a happier, healthier world.
I believe every worker deserves a fair wage for helping to put food on our tables. My intention with this mural is to build a bridge between farmers and consumers.
“I decided to partner with Fairtrade America because human rights have never been more important than they are today. I believe every worker deserves a fair wage for helping to put food on our tables. My intention with this mural is to build a bridge between farmers and consumers. It is important to have a connection to the workers who grow our food.”
Lassens Natural Foods & Vitamins
Oda Lassen founded Lassens Natural Foods & Vitamins in 1971 to provide her community with wholesome, low-processed, and additive-free foods and supplements. Over 40 years and ten stores later, Oda’s family and the dedicated Lassen’s team continues to fulfill her original commitment to 100% organic produce and uncomplicated, wholesome, good-for-you products.
Lassens dedication to quality extends to ensuring a decent quality of life for the people who produce our food. They decided to partner with Fairtrade on this project to educate their customers on the importance of choosing Fairtrade certified products so that farmers and producers receive fair compensation for their goods.
People experience a visceral connection to food — whether it’s the coffee we can’t live without or the chocolate we love.
“People experience a visceral connection to food — whether it’s the coffee we can’t live without or the chocolate we love. These goods come at a cost, and we want to help our shoppers make the best choices possible. This mural helps convey the human connection and value of Fairtrade in a beautiful way.”
Check out the mural at 1631 Sunset Blvd, Los Angeles, CA 90026