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....and is the largest market for wine in dollar sales. U.S. consumer demand for wine has been growing steadily, with 2007 being the fourteenth consecutive year of charted gains in total wine sales. Despite the fact that the United States is the fourth largest wine producing nation, imports accounted for 31 percent of total U.S. sales in 2007. The US has become the most attractive target market for international wine producers.
The most significant growth in US wine sales in recent years has been in varietals of wines from “New World” countries, including Chile, Argentina, and South Africa. However in many of these regions, it is difficult to meet the market demand for high quality wine while ensuring that grape growing communities have access to safe and fair working conditions, receive adequate pay and prices for their wine grapes, and guarantee that costs of livingare covered. Fair Trade Certified guarantees producers a set minimum price for their grapes, workers a living wage and wine producing communities funding for community development programs.
The Fair Trade Difference - Empowering Vineyard Workers and Small Wine Grape Farmers
Just as each country produces its unique grape varietals and blends, producers in Argentina, Chile and South Africa also face unique economic, social and political challenges.
For vineyard workers in South Africa, the legacy of apartheid has limited equal opportunities for economic advancement. In addition to compliance with the basic Fair Trade standards, a special set of Fair Trade guidelines for South Africa has been implemented to support post-apartheid economic empowerment programs. These revolutionary programs, in accordance with our standards, mandate that previously disadvantaged workers own shares of at least 25% of the certified business entity, for the first time providing land and business ownership opportunity to workers.
Small family farmers cultivating wine grapes in Argentina and Chile are susceptible to low market prices which do not generate enough income to meet their family’s basic needs This limits their opportunity to invest in improving farming systems, lowers productivity and threatens their livelihood. Fair Trade certification helps farmers cover their costs of production and supports grape growers to maintain ownership of their farms against the pressure of large business competitors.
Why should my company source Fair Trade Certified™ wine?
The US market has seen an exciting boom in the sales growth of wines from origins in the global south such as Argentina, Chile and South Africa. In many of these regions, it is difficult to meet the market demand for high quality wine while ensuring that grape growing communities have access to safe and fair working conditions, receive adequate pay and prices for their wine grapes, and to guarantee that costs of living are covered.
Fair Trade certification benefits growers and workers by guaranteeing:• Fair and safe labor conditions, freedom of association, and living wages. Forced child labor is strictly prohibited.
• Community development funds to invest in the future of their farms and families.
• A minimum floor price per kg of grapes
• A premium for certified organic grapes per kg of grapes
• The prohibited use of harmful agrochemicals and GMOs in favor of environmentally sustainable farming methods that protect farmers’ health and preserve valuable ecosystems for future generations.
How will Fair Trade Certified wine increase sales and support my business?
Fair Trade Certified, the most consumer recognized label of social responsibility, is an invaluable asset to businesses across the country as the guarantee consumers look for on a daily basis. Sourcing Fair Trade Certified wine will provide importers, distributors and retailers with the opportunity to demonstrate their commitment to high quality, sustainably sourced wines and to tell customers compelling stories of its impact on exotic origins and proud growers.
Stay on Trend with US Consumer Demands
• US retail value of Fair Trade Certified products is over $730 million and projected to be $2.25 billion by 2012.
• 33% annual growth rate in consumer awareness since 2003.
• High purchase conversion: 56% of those aware of Fair Trade also purchase it, compared to just 30% for organic.
How does Fair Trade create positive impact for wine growing communities?
Just as each country produces its unique grape varietals and blends, they also face unique economic, social and political challenges.
Fair Trade Empowers Vineyard Workers
For vineyard workers in South Africa, the legacy of apartheid has limited equal opportunities for economic advancement. In addition to compliance with the basic Fair Trade standards, a special set of Fair Trade guidelines for South Africa have been implemented to support post-apartheid economic empowerment programs. These revolutionary programs in accordance with our standards mandate that previously disadvantaged workers own shares in at least 25% of the certified business entity, for the first time providing land and business ownership opportunity to workers.
At Stellar Winery in South Africa, money from the Fairtrade premium has been invested into community projects initiated by the worker-elected committee. These include the purchase of computers to create access to education and facilitate communication, the planting of a commercial vegetable garden and investment in worker owned company shareholding program.
Fair Trade Supports Wine Grape Farmers
Small family farmers cultivating wine grapes in Argentina and Chile are susceptible to low market prices which do not cover their costs of production or generate enough income to meet their families basic needs. This limits their opportunity to invest in improving farming systems, lowers productivity and threatens their livelihood.
At Vinos Los Robles, a wine cooperative in Chile’s Curicó valley, guaranteed FT minimum prices have kept farmers on their land and producing high quality grapes. They have used the social premium funds to create wage and insurance benefits, education scholarships, and to purchase a school bus to ensure daily safe transportation for community children.
What grape variteals and origins are available?
FLO CERT GmbH has certified 33 wine grape producers in three countries — Argentina, Chile, and South Africa. Plentiful supply of conventional and organically grown Fair Trade grape varietals are available, including Cabernet Sauvignon, Carmenère, Chenin, Colombard, Chardonnay, Cinsaut, Malbec, Merlot, Muscat, Pais, Pinot Noir, Pinotage, Riesling, Sauvignon Blanc, Semillion, Syrah and more. The growers sell to registered wine cellars that produce high quality wines, all under the FT standards. For a list of registered wine growers, cellars and export agencies in the Fair Trade system please email Maya Spaull at mspaull@transfairusa.org.
How does TransFair USA ensure wine producers are receiving the Fair Trade price?
TransFair USA ensures that products bearing the Fair Trade Certified mark came from producer groups who have been certified to meet Fair Trade standards through a rigorous monitoring and audit process. In order to become licensed to sell Fair Trade Certified wine, importers will contractually agree to provide documentation of all Fair Trade wine transactions on a quarterly basis. Since every container of the wine is labeled with an identification number, it is possible for TransFair to keep track of each shipment from wine producer to importer. TransFair USA’s status as a non-profit, independent certifier allows for unbiased monitoring of each company’s Fair Trade Certified products.
{ Learn more about Fair Trade Wine by visiting TransfairUSA.org }>
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