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Rebrand for Fair Trade Charity

Wednesday September 21 2022

The Fair Trade charity Traidcraft Exchange has today unveiled a new name, Transform Trade.

The rebranding is part of a change of approach in how the charity operates overseas and fights injustice in the trading system. It follows months of consultation with supporters and other stakeholders, with the name being suggested by one of the charity’s supporters.

Charlotte Timson, the organisation’s CEO, said: “Trade is driving so many of the crises the world is facing,’ said Charlotte Timson, Transform Trade CEO. ‘Climate breakdown, the cost-of-living crisis, global food and energy price spikes – our broken trade system is behind it. We urgently need to transform the 99% of world trade that isn’t part of the fair trade market and rebalance power. If not, our very future is threatened.

“Right now, we’re hearing reports that the UK government is planning to remove even the mention of human rights from the trade deal being negotiated with Gulf states,’ said Timson. ’But there’s a global movement in the other direction – to create a better trade system, one which prioritises people and a safe climate. In partnership with people who have direct experience of injustice in trade, we know that change is possible.”

Ahead of a report next week identifying the most dangerous flaws of the current trade model and what needs to change, Transform Trade is calling on supporters, partners and those who care about social justice to rally behind its call for people centred trade.

Social entrepreneur Richard Adams, the original founder of what became pioneering Fair Trade company Traidcraft, said: “Transform Trade have picked up the baton with their new strategy and name: they’re reinvigorating the radical roots of the organisation we set up in the 1970s. The work is not yet done.”

Transform Trade remains the partner charity of Traidcraft PLC, the Fair Trade company it emerged from in 2018. It works in partnership with networks of workers, farmers and social entrepreneurs in South Asia and East Africa to fight for trade that values people over profit. Its roots are in the alternative trade movement in the north east of England. The charity’s focus areas are fashion, tea and farming.

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