The 2026-2028 strategy comes at a critical juncture in Africa's trade transformation. While the AfCFTA promises to boost intra-African trade by over 50%, African farmers face escalating threats from climate change and volatile global markets. Fairtrade Africa's new plan directly confronts these challenges, building on two decades of impact that have delivered over €700 million in Fairtrade Premiums to farmers for community projects, schools, and climate resilience.

"For 20 years, we have shown that when farmers lead, resilience grows. Our new strategy is our commitment to ensuring African producers are not just participants but leaders and primary beneficiaries of the continent's economic transformation," said Isaac Tongola, Fairtrade Africa's Executive Director. "We are moving beyond fair prices alone to building structurally fairer, more resilient, and digitally integrated agricultural systems."

The four-pillar strategy focuses on:

    Expanding Market Access and Commercialization - Accelerating the growth of Fairtrade sales by tapping into the AfCFTA's consumer market, projected to reach 1.7 billion people and $6.7 trillion in consumer and business spending by 2030, according to the African Development Bank.
    Building Climate-Resilient Agroecological Systems - Scaling regenerative agriculture practices across hundreds of thousands of hectares to boost yields sustainably.
    Transforming and Strengthening Producer Organizations - Enhancing the inclusivity, innovation, and financial sustainability of cooperatives, with a sharp focus on empowering women and youth who are critical to the future of African agriculture.
    Amplifying Policy Advocacy - Strengthening the voice of producers to shape policies that protect livelihoods and ensure fair trade principles are at the heart of new regulations, such as the EU's deforestation law (EUDR)

A key immediate focus is ensuring smallholders are not left behind by new EU deforestation regulations. Fairtrade Africa is already leading the continent's response, having geolocated almost 100% of its cocoa farms by 2024 to provide digital proof of compliance for farmers who would otherwise be excluded from key markets.

"This strategy is a direct response to our producers' realities," added Madeline Njeri Muga, Fairtrade Africa's Strategy and Impact Director. "It provides the tools, market connections, and policy support we need to build businesses that can withstand shocks and pass on prosperity to our communities for the next 20 years and beyond."

The launch underscores Fairtrade Africa's evolution from a certification body to a holistic development partner, leveraging digital innovation, policy advocacy, and deep producer networks to redefine equity in global trade.