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World Cup fever is spreading! Soccer fans around the globe are following the games closely, expressing passion for the sport and for their teams. However, this year’s World Cup also serves as a backdrop for exciting developments that are taking place away from the soccer field, including a heightened focus on the role of Fair Trade in soccer ball production and the rise of Fair Trade in South Africa.
The World Cup is a major revenue boost for athletic companies. Unfortunately, much of this revenue comes from the sales of soccer balls that are produced by child or temporary laborers, who work for less-than-minimum wages in countries like Pakistan, India, China and Thailand. Soccer ball production is time-consuming and labor-intensive, and conditions at the stitching centers are poor. In light of the issues surrounding soccer ball production, numerous organizations around the world have begun producing and publicizing Fair Trade soccer balls.
In the United States, Fair Trade Sports produces soccer balls that adhere to Fair Trade certification standards. Fair Trade Sports has received press in a variety of American and international publications, and their soccer balls have even been publicized in the World Cup host country of South Africa. In addition to being Fair Trade Certified, these soccer balls are colorful, eco-certified and vegan.
Fair Trade Spreads to South Africa
Beyond the soccer ball industry, 2010 is an exciting year for World Cup host South Africa because of the rise of its Fair Trade in this proud nation. The country recently saw the establishment of its own Fair Trade marketing division, Fairtrade Label South Africa. This is particularly significant because it represents the development of Fair Trade certification within a producing country for the first time.
The South African Fair Trade market has been steadily expanding, with South Africans buying more than $600,00 worth of Fair Trade products in 2009. Volunteers for Fairtrade Label South Africa have been publicizing Fair Trade issues throughout the country, and the group has launched a Fair Trade wine promotion with national retailer Ultra Liquors. The variety of South African Fair Trade products is growing as well, expanding beyond wine, tea and coffee to include products like spice grinders. Fairtrade Label South Africa also hopes to develop a fair trade cotton supply, including a potential all-African Fair Trade cotton supply chain.
Between the increasing prevalence of Fair Trade soccer balls and the rise of Fair Trade in host country South Africa, the World Cup is proving to relate to Fair Trade issues on multiple levels. As you watch the games in the coming weeks, consider these issues along with the events on the field.