Fairtrade products in Canada now have a new name to go with the new worldwide Fairtrade International logo introduced last year. TransFair Canada will be known as Fairtrade Canada. Rob Clarke, executive director of the organization believes the name Fairtrade Canada more clearly reflects its role as a national Fair Trade certifier and makes its identity as a member of Fairtrade International (FLO) much more obvious.
“The change in name coincides with Canada’s adoption of this very certification mark, and Canadians will begin to see the old black and white mark they’ve come to know and trust give way to the more colourful mark used and recognized throughout the world,” he said. “We’re thrilled to have a name that more clearly reflects what we do and an organizational logo with a more obvious connection to our (new) certification mark.”
Similar to the trend in the UK, Canada is seeing a growth of Fair Trade products and towns, said Bruce Morton, who is working with communities across Canada to assist their efforts to become a Fair Trade Town. Mr. Morton pointed to his hometown Barrie, Ontario, where in 2002 there was one shop that carried one Fair Trade item - coffee. Barrie is now a Fair Trade City thanks in part to Morton who co-founded the Barrie Fair Trade Working Group, and has 50 shops selling Fair Trade products.
Across Canada there are 15 Fair Trade Towns and Mr. Morton knows at least another 20 in the process. He describes this growth as “exponential”, since the country’s first Fair Trade Town was founded in 2007 and especially when the movement lacks a resourced and coordinated Fair Trade Towns campaign.
Fairtrade Canada said that it is absolutely focused on advancing the interests of produc¬ers around the world, and that the dual functions of certifying products and educating the Canadian public remain unchanged.
Sales of Fairtrade certified products in Canada were estimated to exceed $200 million in 2009. Strong volume growth was seen in product categories such as coffee (12%), fresh fruit (55%), wine (91%), cotton (140%), herbs and spices (338%), nuts and oils (183%) and grains (149%), mostly in quinoa.