Meyer champions Fair Trade as catalyst for job creation

Dr Ivan Meyer, Western Cape minister of agriculture, economic development and tourism, noted the importance of collaboration between government, private enterprise, and civil society in creating conditions conducive to long-term economic growth.

Addressing the 17th Fair Trade Cities and Towns International Conference at Nederburg Wine Estate in Paarl, Meyer presented his vision for utilising Fair Trade as a tool to achieve sustainable economic development. The event, hosted by Drakenstein Municipality, marks a historic milestone as the first of its kind to be held on African soil.

In his keynote titled “How fair trade can be utilised as a tool in the sustainable implementation of the Growth for Jobs strategy,” he outlined how the private sector plays a central role in job creation, while the government is responsible for establishing an environment where businesses and citizens can seize opportunities.

“At its core, this strategy recognises that while the private sector creates jobs, the government’s role is to create the right conditions for businesses and citizens to maximise opportunities,” Meyer said. He called for a whole-of-government, all-of-society approach, stressing that the strategy’s success hinges on joint efforts across sectors.

Leveraging Fair Trade for growth

Meyer positioned Fair Trade as a key component of the Growth for Jobs strategy, aligning its principles of ethical production, fair wages, and environmental sustainability with the province’s priority focus areas. He highlighted how Fair Trade offers a proven model for fostering sustainable livelihoods, particularly for marginalised communities and local producers.

“By promoting ethical investment in local, sustainable, and Fair Trade businesses, investors can directly contribute to inclusive economic growth,” Meyer noted.

He pointed out that Fair Trade enterprises – rooted in sustainability, transparency, and social responsibility – attract responsible investment and enhance the competitiveness of local goods in global markets.

Addressing the 17th Fair Trade Cities and Towns International Conference, Dr Ivan Meyer highlighted Fair Trade as a vital tool for economic development. Photo: Natalie Gabriels/Food For Mzansi

Ethical investment and market access

Meyer encouraged responsible investment by creating incentives for companies that follow sustainable standards and procure locally. He praised organisations such as the Wine and Agricultural Ethical Trade Association (WIETA), the Sustainability Initiative of South Africa (SIZA), and Fairtrade Africa for their role in helping local producers access high-value global markets through ethical sourcing.

“These organisations offer clear pathways for export growth by aligning local businesses with sustainable standards,” he said, adding that the global demand for ethically sourced products continues to rise, providing significant opportunities for domestic market expansion.

Water conservation was another focal point of Meyer’s address. He urged Fair Trade businesses to adopt innovative water-efficient practices, aligning with the water security goals of the Growth for Jobs strategy. By supporting sustainable water use and adopting technologies that minimise water stress, these enterprises can contribute to the province’s long-term environmental resilience.

Meyer also highlighted the role of technology and innovation in enhancing transparency and productivity. “Blockchain, for example, can trace the origin of goods and ensure ethical production practices, adding further value to Fair Trade products,” he said.

Empowering marginalised communities

Meyer underscored the alignment between Fair Trade and improving economic access for marginalised workers, particularly women and rural communities. By providing fair wages and equitable working conditions, Fair Trade businesses contribute to inclusive growth.

He called for expanded access to training and capacity-building programs, especially in priority sectors, to enhance the employability of youth, women, and underrepresented groups.

“By partnering with educational institutions and NGOs, we can offer skills development programs that promote greater economic inclusion,” he added.

To further support Fair Trade businesses, particularly in rural areas, Meyer called for improved infrastructure, including better transport links, digital connectivity, and logistics networks, to help producers bring their goods to market and create more job opportunities. He stressed the need for infrastructure projects that facilitate the procurement of sustainable, locally sourced goods.

Meyer concluded his address by reaffirming the Western Cape’s commitment to creating a sustainable, inclusive, and equitable economy through Fair Trade. “The success of our Growth for Jobs strategy depends on how well we can create an ecosystem that supports ethical, sustainable growth,” he said.

The 17th Fair Trade Cities and Towns International Conference continues until Sunday, bringing together global delegates to explore the role of Fair Trade in driving social, economic, and environmental sustainability.

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