07/10/2026
The European public is crystal clear about their opinions regarding the agricultural imports entering the market and the role a trusted label plays in influencing food purchases. We are proud to say that in the current landscape, Fairtrade continues to meet these evolving expectations. 🗣️
🔎According to the latest Eurobarometer report on Agriculture and the Common Agricultural Policy:
🌱 9 out of 10 Europeans agree that agricultural imports should only enter the EU if they comply with strict environmental and labour standards.
🌱 More than 8 out of 10 mention having a specific label to ensure the quality of the product.
This data comes right after EU Empowering Consumers Directive (EmpCo) new rules came into effect last month. The directive aims to protect consumers from misleading environmental claims and labels, bringing clarity in an increasingly crowded sustainability landscape.
Consumers know that when they purchase a Fairtrade product, they are contributing to more sustainable supply chains where farmers get a fairer deal. This is underpinned by our rigorous and independently certified standards that meet strict social, economic, and environmental criteria, and align with EU legislation.
The cherry on top? 🍨
According to the report, awareness of Fairtrade as a quality label has continued to increase, our logo ranking first in 10 countries. 🎉
The Eurobarometer confirms the timeliness of the EmpCo Directive and demonstrates why consumers can continue trusting the Fairtrade Mark. ✅