First Fairmade maker collaboration to showcase at UK show

By Anthony Myers

- Last updated on GMT

Pic: Fairmade
Pic: Fairmade

Related tags MIA Chocolate Cocoa Sustainability

The new Fairmade label has announced a collaboration at the Farm Shop & Deli show in Birmingham, England, to highlight a more equal business model for African products.

MIA (Made in Africa) chocolate will be the first to take part as founders of an industry group of origin makers that make finished products at the origin of the primary ingredient, creating much more value in countries that have historically exported raw materials.

In the case of MIA chocolate, the company claims to create three times more economic value by making finished chocolate in Ghana and Madagascar.

A UK importer called the African Kingdom has taken the initiative to unite MIA chocolate and three other Fairmade members at one stand, allowing visitors to explore different Fairmade product categories at one location.

Fairmade brands that will be on hand at stand E239 are:

  • Black Mamba Foods: Chilli sauces from Eswatini (formerly Swaziland)
  • MIA: Chocolate from Ghana
  • Lovegrass: Ancient teff grain-based cereals and food products from Ethiopia
  • Sunshine Nuts: Flavoured cashews from Mozambique

African Kingdom founder Jamie MacAlister explains the initiative: “African Kingdom is dedicated to promoting value-added products made start to finish in Africa. When we recently discovered the Fairmade movement, we thought Farm Shop & Deli was a perfect opportunity to showcase great brands going the extra mile to create positive change in Africa.

“Each company has a great mission and a fascinating story, and I’m excited to bring this innovative group together.”

MIA, the first company in the world to make chocolate in two African countries, helped establish the Fairmade group.

Co-founder Brett Beach said: “When we set out to register the Fairmade term and create the industry group, we wanted to connect like-minded founders and create awareness of companies that are pushing the boundaries of fair trade. “

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