Overview 🔎

I co-authored the article Fairtrade study finds premium label does not always benefit workers on South African wine farms for The Conversation, analysing the limitations of Fairtrade certification in ensuring better working conditions and wages for farmworkers. This piece was based on my previous academic research and aimed at reaching a broader audience beyond academia. The article resonated widely, attracting 4,730 readers and leading to interviews with Cape Talk with Clarence Ford, Smile 90.4FM, and The Money Show with Bruce Whitfield.

Project Details 🤝

The article adapted findings from my doctoral thesis, titled “Social upgrading or dependency? Investigating the implications of the inclusion of commercial wine farms within South African Fairtrade certification”, translating complex academic findings into an engaging, accessible format for the general public, journalists, and policymakers. The key focus areas included:

• The Fairtrade Model: Examining how Fairtrade certification is intended to improve farmworkers’ livelihoods.

• On-the-Ground Realities: Highlighting the discrepancies between Fairtrade’s promises and the actual experiences of workers on South African wine farms.

• Challenges Identified: Limited wage improvements, structural inequalities, and gaps in the effectiveness of Fairtrade premiums.

• Policy Implications: Calling for stronger accountability measures to ensure Fairtrade labels deliver tangible benefits to workers.

Results ✨

The article reached a significant audience, generating discussions about ethical consumerism and labour rights in South Africa’s wine industry. It also provided a platform for further media engagement, allowing me to expand on the findings in radio interviews with prominent broadcasters.

Conclusion 💥

This project underscored the importance of bridging academic research and public discourse. By making research more accessible, the article contributed to a critical conversation about the impact of Fairtrade certification and the need for more effective labour protections in the South African wine industry.