Soaring Demand
Fairtrade Korea proudly participated in the highly anticipated 41st edition of Seoul Food, held at KINTEX in Goyang, Gyeonggi-do, from May 30 to June 2, 2023. The event, hosted by the Korea Trade-Investment Promotion Agency (KOTRA), witnessed a significant increase in awareness among domestic companies and consumers in South Korea regarding ethical consumption, driven by the impact of COVID-19 and the enormous climatic challenges the world is facing.
This heightened awareness resulted in a notable surge of interest in fair trade. While South Korea is experiencing a decline in its exports. Fairtrade Korea is witnessing an increase in the number of Korean companies seeking to export Fairtrade-labeled products, both finished goods and ingredients. Consumers are, in fact, more inclined to purchase exported products if they bear the Fairtrade Mark.
The Fairtrade mark represents an internationally recognized certification that ensures products have been sourced and produced in accordance with Fairtrade principles. It guarantees fair wages, safe working conditions, and environmental sustainability for the farmers and workers involved in the production process. Major mass-merchandising retailers such as Carrefour (France), Walmart (United States) or Lotte GRS (South Korea) embrace the sale of certified Fairtrade products.
As a result of this growing interest, Fairtrade Korea's Pavilion expanded from three booths to 14 booths this year.
The pavilion showcased European companies such as Agrofair, known for their expertise in organic Fairtrade bananas and tropical fruits. Oxfam, a Belgian fair-trade pioneer, offered a diverse range of Fairtrade products, including soda and chocolate snacks. Additionally, AlterNativa3, a trusted Spanish provider with three decades of experience, showcased premium Fairtrade cocoa, coffee, and sugar.
Three Korean companies were also highlighted: Mcnulty Korea, which recently launched Korea's first range of Fairtrade coffee mixes; EANS Food, offering Fairtrade fruit syrups; and Ben & Jerry's, renowned worldwide for its Fairtrade ice creams.
Fairtrade Korea also provided a platform for two significant Fairtrade Producer Networks: The Latin America and the Caribbean Network of Fairtrade (CLAC) and Fairtrade Africa. These networks serve as regional associations that provide various training and support within their respective regions.
"We are very satisfied with the success generated by Seoul Food," said Dong-Hoon Jee, Representative of Fairtrade Korea. "Over 276 B2B meetings took place. We are on track to significantly increase the number of our Fairtrade licensees. By offering Fairtrade products, Korean companies can easily access foreign markets, as consumers increasingly demand sustainably sourced products and businesses prioritize ethical commitments. In addition to the advantages of accessing foreign markets, Korean companies can also attract the appealing MZ generation, who are increasingly advocating for fairer trade. We believe that a true revolution is underway’.
One outstanding highlight of the event was the presentation by Mr. Willy Paredes, Commercial Officer for Bananas in Latin America and the Caribbean at CLAC. His presentation, titled "Fruits and Banana Trends: The Opportunity for Ethical and Sustainable Trade," took place during the 7th Global Food Trend & Tech Conference, which focused on innovative approaches to meet evolving consumer demands under the theme of "New Demand: Food Innovation for the Future."