Episode 3, August 5th 2025
In the third episode of our series The Future of Responsible Trade, we continue our journey into the heart of fair trade by connecting with inspiring leaders who are shaping sustainable futures for their communities. This time, we travel (virtually) to East Africa, where two pioneering organisations are demonstrating what it means to balance business success with social and environmental impact.
We spoke with Sally Sawaya, Managing Director of Meru Herbs in Kenya, and Sabbas Lukumbuzya, Marketing Manager at Africraft in Tanzania. Both are members of the World Fair Trade Organization (WFTO) and embody the principles of fairness, sustainability, and community empowerment.
Meru Herbs: Growing Communities Through Organic Farming
Meru Herbs was founded in 1991 with a simple but powerful mission: to provide piped water to households in a semi-arid region of Kenya. From that foundation grew a thriving producer organisation, now involving over 430 smallholder farmers, most of them women.
The organisation cultivates hibiscus, lemongrass, chamomile, and other herbs on virgin land, never exposed to chemicals, and has achieved international organic certification. Their herbal teas, jams, and sauces are exported across Europe, Japan, and Canada, finding their way into fair trade markets and homes around the world.
At the heart of Meru Herbs is women’s empowerment. With 80% of its workforce being women, the organisation has transformed traditional gender roles. Women now own land, manage finances, and take leadership positions, creating ripples of change across rural communities. As Sally explains, “It’s about more than just income—it’s about independence, dignity, and a better future for the next generation.”
Africraft: Turning Waste Into Opportunity
In Tanzania, Africraft takes a very different raw material—waste—and transforms it into sustainable, handcrafted products. From home décor to kitchenware and packaging, every item is designed with creativity and care, proving that environmental protection and business can go hand in hand.
Operating as both a social enterprise and an NGO, Africraft provides livelihoods for artisans from marginalized backgrounds, including women, youth, and people with disabilities. They also invest in environmental education and skills training, helping to build stronger, more resilient communities.
Sabbas highlights their threefold impact:
- Protecting the environment by diverting waste from landfills
- Empowering women and young people with stable incomes
- Creating jobs and developing artisanal skills that last a lifetime
What stands out in Africraft’s model is the storytelling behind each product. Sabbas explains that “fair trade is not just about price—it’s about creativity, commitment, and the value behind every product.”
Balancing Business with Fairness
Both Sally and Sabbas acknowledge that operating under fair trade principles brings challenges—whether it’s maintaining profitability during crises like COVID-19 or competing in markets where price often dominates. Yet, for both organisations, these principles are non-negotiable.
“Fair trade defines who we are,” says Sally. For Meru Herbs, eliminating middlemen ensures farmers receive a fair share, while international certifications help them expand their reach. For Africraft, aligning with fair wages, safe working conditions, and sustainability means investing extra resources, but it also builds trust and long-term partnerships.
Why Fair Trade Products Matter
A recurring theme in our conversation was the value of fair trade products. While some consumers see them as “expensive,” both leaders argue that the true cost of ethical production is much deeper than the price tag.
Fair trade products come with quality, transparency, and powerful stories. For example, Meru Herbs’ herbal teas in Canada feature the faces of the farmers on the packaging—reminding consumers that behind every cup of tea is a woman farmer whose life has been transformed.
Looking Ahead
The stories of Meru Herbs and Africraft highlight a simple but profound truth: responsible trade is about more than transactions—it’s about transformation. By empowering communities, protecting the environment, and staying true to fair trade values, organisations like these are shaping a more just and sustainable future.
As we continue this series, one message is clear: responsible trade is not just where we’re heading—it’s the only way forward.
Learn more about AfriCraft: www.africraft.co.tz
Learn more about Meru Herbs: www.meruherbs.com
