A more direct relationship between the farmer and the consumer allows better scrutiny of the treatment of agricultural workers. More of the profits go directly to the producers rather than intermediaries, who can then provide better conditions for their workers.
Examples of direct distribution include the Faire Orangen initiative in Germany, Solrosa in Switzerland, or the recently launched Oranges for Justice in the UK. These groups organise community bulk orders and distribution of exploitation-free oranges from SOS Rosarno, who have committed to providing their workers with permanent employment and decent work conditions, several times a season. They also collaborate with local fair trade stores to coordinate the sale of this produce. Our campaign uses these same oranges in our Meet THE PICKERS Tour.
Our campaign partner Gebana has turned such best practice into reality on a larger scale, positioning themselves as a global farmers’ market that trades differently. They shorten the supply chain by working directly with family farmers, paying them an additional 10 per cent of the sales price from their online shop on top of what Gebana has paid for the produce, including Organic and Fairtrade premiums.
Large supermarket chains are also transitioning to shorter supply chains. This helps them enforce their ethical standards and prepare for more responsibility and scrutiny being put on them by supply chain laws.
