SAFTA celebrates its first year promoting fairness in the fruit trade

The South American and African Fruit Trade Association has made progress in its mission to protect exporters and ensure fair prices, although it still faces challenges in communication and adoption of the system.

One year after its creation, the South American and African Fruit Trade Association (SAFTA) has made progress toward its goal of balancing the trade deficit for exporters in South America, Africa, and Asia. Michiel and Jeroen Den Haerynck, the initiative's founders, emphasize that their biggest challenge remains changing the mindset of exporters and buyers in a market where high short-term prices are often prioritized without considering hidden costs. "We want to guarantee minimum margins and prevent exporters from bearing the brunt of supply chain failures," Jeroen points out.

One of SAFTA's pillars is the concept of fair trade, in which profits are shared with exporters and their risks are minimized. "If the market falls, we ensure that the producer receives their guaranteed margin," explains Jeroen. However, he also emphasizes the importance of product quality as a key factor in the model's success. While African exporters have embraced the system enthusiastically, in South America, there is still a reliance on the traditional model, which presents an additional challenge to the association's expansion.

Looking ahead to 2025, SAFTA aims to solidify its presence and continue educating exporters about the importance of sustainable pricing and fair agreements. Its strategy includes strengthening partnerships with producers and companies in Europe, as well as expanding its network of consultants in key countries such as Kenya, Tanzania, Colombia, and Peru. “We aren’t the biggest, nor do we need to be, but we can make a real impact. We want people to know the story behind the avocado or mango they buy at the supermarket,” Jeroen concludes.

Source: freshplaza.es