Fair Trade Reimagined: Beyond Ethical Sourcing To Local Value Addition In Africa

By: Ken D. Johnson

Throughout history, the notion of fair trade has been at the heart of our global commercial exchanges. It’s a beacon of hope rooted in the fundamental principles of fairness, equity, and economic justice that resonate across cultures. However, this ideal is not universally realized. In Africa, farmers toil under the scorching sun, miners delve into the earth’s depths, and local artisans craft their wares far removed from the luxurious auction houses and art galleries in New York and Paris. They find themselves trapped in the abyss as price-takers rather than price-makers, and many live well below the poverty line. Despite the emergence of Fairtrade in 1992, promising a fairer economic landscape, its impact in Africa has been limited.

Fairtrade has made strides in promoting ethical sourcing and fair compensation for producers, yet the continent continues to grapple with profound challenges, particularly in rural and urban communities. The limitations of Fairtrade are evident, prompting a call to transcend its current structure and embrace a more holistic approach to community development that prioritizes local value addition.

Local value addition is at the heart of this reimagining, where raw materials are processed locally to capture increased value within the countries of origin. This approach creates employment opportunities, fosters skill development, and builds economic resilience within communities. By establishing local factories and processing plants, countries can transform raw materials into higher-value products, thus elevating local income and enhancing overall wealth.

African countries must shift towards a public-private partnership model that encourages local processing and discourages the export of raw materials. Policies should mandate the disclosure of the percentage of local value addition in finished products, empowering consumers to make socially responsible choices. Imagine a chocolate bar proudly displaying the percentage of cocoa processed locally in Ghana or Côte d’Ivoire, enabling consumers to support products directly benefiting local communities.

This paradigm shift towards local value addition promises transformative change for Africa and the global economic landscape. By transparently showcasing local value addition, countries can reclaim their rightful share of the economic pie and bridge the gap between the global north and south. Multinational companies embracing this approach will lead industry innovation and enjoy enhanced brand equity and competitive advantage.

Empowering African Communities Through Local Value Addition

Value addition, a precursor to industrialization, has numerous benefits:

Community Empowerment and Development: 

Local value addition empowers communities by creating sustainable job opportunities and fostering skill development. When local communities actively process raw materials into finished products, they become more self-reliant and less dependent on external aid. This approach leads to holistic community development, including better healthcare, education, and infrastructure.

Income Generation: 

Value addition significantly boosts income generated from local resources, shifting the narrative from raw material exports to higher-value exports. This shift contributes to poverty reduction and economic development, fostering prosperity within African nations.

Closing the Income Gap: 

Adopting local value addition narrows the income gap between developed and developing nations by accumulating wealth within African borders. African countries can harness their resources for sustainable development and equitable growth by retaining value within local economies.

Empowering Local Producers: 

Local value addition grants producers more control over their products and market value, liberating them from the whims of international markets and intermediaries. This economic empowerment fosters autonomy and self-determination among African producers.

Environmental Sustainability: 

Processing raw materials locally reduces the carbon footprint associated with international shipping. Moreover, adherence to sustainable practices in local processing promotes environmental conservation and resource stewardship.

Transparency and Informed Choices:

Consumers are increasingly conscious of product origins and ethical considerations. Information about local content empowers consumers to make informed decisions and supports products that benefit local communities and promote sustainability.

Industry Leadership and Brand Equity: 

Companies championing local value addition demonstrate innovation, social responsibility, and sustainability. These companies establish themselves as industry leaders by aligning with consumer preferences for ethically sourced products, enhancing brand equity and market position.

Examples of Success Stories in Africa

Ghana’s Cocoa Processing: Ghana, the world’s second-largest cocoa producer, has invested in local cocoa processing. The government has actively encouraged the establishment of cocoa processing plants. This shift has allowed Ghana to export processed cocoa products, such as cocoa powder and chocolate, with higher value, thus increasing its revenue.

Kenyan Tea Processing: Kenya’s focus on local tea processing has transformed its tea industry, producing value-added products such as flavored and instant teas. This processing has created employment opportunities and improved income levels in tea-growing regions.

Ethiopian Leather Industry: Ethiopia’s investment in local leather processing and manufacturing has revitalized its leather industry. By adding value to Ethiopian leather products, this initiative has enhanced global appeal and contributed to job creation and economic growth. 

Tanzanian Gemstones: Tanzania’s emphasis on local gemstone processing has added value to its exports, benefiting the local economy. This approach has created opportunities for employment and economic advancement in gemstone-rich regions.

Botswana’s Sparkling Diamonds: Botswana, known for its diamond industry, has strategically utilized its diamond resources for the welfare of its citizens. By implementing policies encouraging local diamond beneficiation, Botswana ensures that rough diamonds mined within its borders are processed locally. This approach fosters economic diversification and job creation within the country. Its diamond-cutting and polishing industry employs approximately 3,000 workers and generates nearly $800 million in revenue. With the establishment of diamond cutting and polishing facilities, Botswana adds value to its diamond exports, thereby increasing revenue and enhancing economic stability.

Reimagining fair trade through local value addition offers a pathway to economic justice and sustainability in Africa. While fair trade as a concept and Fairtrade, the organization, aims to empower farmers and workers by ensuring fair prices and better working conditions and providing support for small local suppliers, industrial development is crucial for African countries to increase their production of value-added products and expand exports. Only by achieving a meaningful level of industrialization across the continent will Africa realize its true potential for growth and prosperity.

continent will Africa realize its true potential for growth and prosperity.

About the Author

Kenneth D. Johnson is a seasoned international economic development authority focusing on Value Chain Management and compliance-related issues. With over two decades of experience, he excels in designing, analyzing, and implementing transformative projects across diverse countries. Ken leverages agricultural value chains to drive food security and prosperity in emerging nations. His expertise spans private sector development, compliance, global mineral and agricultural value-chain linkages, marketing, and branding. He spearheaded value chain initiatives at the African Development Bank. He is a principal at Devconia, LLC, and is a former executive with Accenture and PricewaterhouseCoopers in New York City. As a thought leader, he shares insights through speaking engagements, conferences, and forum discussions.