Fairview Wines Obtains Fairtrade Accreditation

Situated against the south-western slopes of Paarl Mountain, Fairview is known for its iconic Goat Tower, award-winning wine, jersey cow and goat’s milk cheeses, and popular Goats Do Roam wine range. Led by the passionate and pioneering Charles Back, Fairview’s most recent achievement is its newly-acquired Fairtrade certification.

From the outset, owner Charles Back has put social accountability at the forefront of the Fairview ethos. With a focus on improving the surrounding farming communities and bringing positive changes to people’s lives, Fairview has established numerous schools, social programmes and community centres over the years. Owning upwards of 95% of the farms that supply the grapes for wine-making has further allowed Fairview to control its own labour, farming and production processes – ensuring a history of fairness and empowerment for the farm workers and their families.

Now, Fairtrade accreditation will allow Fairview to continue to build upon this vision, bringing further benefit and upliftment to the community. An international organisation focused on ensuring equality and sustainability in agricultural sectors of Africa, Asia and Latin America, Fairtrade promotes fairer trading conditions for small-scale farmers and workers, allowing them to invest in a better future for themselves and their communities. In order to bear the Fairtrade logo, products must meet stringent social, economic and environmental standards, and undergo rigorous annual audits that ensure their continued compliance.

While Fairview’s 10 farms spanning Paarl, Darling and Stellenbosch have all been Fairtrade accredited, Back has selected its biggest, most established and most successful wine range to carry the logo – and maximise the benefit to the community.

“Goats Do Roam is our largest wine brand, established some 15 years ago. It is well-established and recognised in 35 countries across the world,” says Back.

“The Goats Do Roam 2013 range will be the first wines produced from Fairtrade certified grapes. Goats Do Roam Rosé, Goats Do Roam White and Goats Do Roam Red will be released in both local and international markets during September and October respectively. A percentage of the funds generated from the sale of these wines will be put into various community development projects, benefitting upwards of 450 people. “Through this process, workers learn, practice and acquire invaluable life, leadership and management skills – this is truly empowering,” says Fairview Fairtrade Officer, David Loos.

South Africa is in fact the largest producer of Fairtrade wine in the world, with two thirds of the 17,7 million bottles of Fairtrade wine sold in 2011 produced here, and about 5% of the local wine grape production Fairtrade certified.

“The current 20 certified producers extend over 64 farms and employ 2,419 farm workers. Counting their families and communities, we estimate that the sale of South African Fairtrade wine is a key contributor in the improvement of living and working conditions for over 12,000 people,” says Fairtrade Label South Africa Business Manager, Arianna Baldo. While Fairtrade accreditation will allow Fairview to extend its already established practices and philosophies, consumers will be able to enjoy high quality, ethically-made wines that make a tangible difference.