Our mission and vision

Our vision

Fairtrade’s vision is a world in which all producers can enjoy secure and sustainable livelihoods, fulfil their potential and decide on their future.

• We believe that trade can be a fundamental driver of poverty reduction and greater sustainable development, but only if it is managed for that purpose, with greater equity and transparency than is currently the norm.
  

• We believe that people can overcome disadvantage and marginalization if they are empowered to take more control over their work and their lives, if they are better organized, resourced and supported, and can secure access to mainstream markets under fair trading conditions.

• We also believe that people, businesses and civil society institutions in the developed world are supportive of trading in this way. This is particularly the case when they understand the needs of producers and the opportunities that Fairtrade offers to change and improve their situation.

• Our work is driven by informed consumer choices, and the desire of business to meet the expectations of their customers, both of which provide crucial support for wider campaigning to reform international trade rules and create a fairer economic system.