By the Fair Trade Association of Australia and New Zealand
In a recent dialogue between Sophie Tack, President of the World Fair Trade Organization (WFTO), and Susanna Bevilacqua, Chair of the Fair Trade Association of Australia and New Zealand (FTAA), the two leaders reflected on the future of the fair trade movement—its current challenges, emerging priorities, and strategies for renewal.
A Return and Renewed Commitment
Sophie now serves dual roles at Oxfam and as WFTO President, she shared insights into how she balances advocacy, awareness-raising, and strategic leadership. Despite the demands of both roles, Sophie finds the work deeply meaningful.
Change at WFTO: Reimagining Governance and Strategy
Sophie outlined several key changes at WFTO, including a new director and the formation of a direction committee to help steer the organization through a changing global landscape. A central focus has been rethinking WFTO’s identity and narrative to better reflect today’s realities and the future direction of fair trade.
The newly elected board, comprising 10 members from diverse regions and backgrounds, brings fresh perspectives and energy to the table. Among their top priorities: governance reform, evaluating membership categories, improving market access, and rethinking summit strategies to be more inclusive and cost-effective.
Strengthening Communication and Engagement
Both WFTO and FTAA are navigating similar challenges around communication and member engagement. Sophie emphasised the importance of clarity and transparency, noting that WFTO has ramped up efforts through bi-weekly newsletters and virtual town hall meetings to improve engagement and gather member feedback.
“Expectations vary so much across our global network,” Sophie noted. “We need to prioritise boldly and communicate clearly if we want to stay relevant.”
Reforming Membership and Governance
Reform is underway across WFTO’s governance and membership structure. Sophie acknowledged the need to evolve beyond traditional models—while preserving the integrity of the fair trade guarantee system. The board is exploring ways to open up membership to a broader base without compromising core values.
“We need to simplify and clarify what it means to be part of WFTO,” she said, “and create space for new voices—especially young people—to engage meaningfully.”
Market Access and Visibility
One of WFTO’s biggest challenges remains visibility. “Many people still don’t know who we are or what we do,” Sophie admitted. A key priority moving forward is strengthening the organization’s profile and supporting members to do the same.
FTAA echoed these concerns, sharing how public events and active community engagement have proven successful in raising awareness in Australia. Sophie also highlighted the need to strike a balance between virtual and physical events to broaden reach while considering environmental and financial impacts.
Rethinking Summits and Building Community
As WFTO plans for future summits, cost and accessibility are top of mind. The board is reviewing the format and goals of these events to ensure they deliver value to members while remaining financially and logistically viable.
While acknowledging the benefits of virtual participation, Sophie stressed that in-person gatherings are still vital: “There’s something powerful about being in the same room. It fosters connection and inspiration in ways that online spaces can’t always replicate.”
Engaging Youth and Renewing the Movement
Youth engagement emerged as a key theme in the conversation. Sophie and Susanna agreed that the future of fair trade depends on bringing younger generations into the fold. Sophie emphasised the importance of simplifying processes and linking fair trade with broader movements such as climate justice and gender equality.
“Young people want to be part of something meaningful,” she said. “But we have to meet them where they are and make it easier for them to join us.”
Collaboration Over Competition
Both leaders agreed that collaboration—not competition—is essential. Sophie highlighted the work of the Fair Trade Advocacy Office in Brussels, where WFTO and Fairtrade International join forces on policy and lobbying efforts. By focusing on shared values and common goals, the movement can amplify its impact.
Looking Ahead: Action and Accountability
Sophie closed the conversation by emphasising the need for bold decisions and simplified structures to help WFTO and its members thrive. Key next steps include:
- Evaluating member feedback and reporting back via the next board newsletter.
- Hosting the next virtual town hall to foster dialogue on proposed reforms.
- Reassessing governance representation to ensure all regions are effectively included.
- Exploring broader membership categories that reflect the evolving fair trade landscape.
- Developing new visibility and market access strategies to strengthen member reach.
- Reimagining WFTO summits to make them more inclusive, accessible, and impactful.
The conversation reaffirmed a shared commitment between WFTO and FTAA to work collectively toward a more inclusive, agile, and impactful fair trade movement—one that is ready to face the future, together.
