Fairtrade Wine in South Africa: Does Fairtrade Labelling Guarantee Social Upgrading for Farmworkers?

Abstract

Fairtrade International (FTI) is an international certificatory body that seeks to restructure market relationships to support marginalised producers. In order to do this, FTI sells certified products at a higher price, allowing for a Fairtrade premium to be provided to the otherwise marginalised producers. In the South African wine industry, FTI has extended its certification to large-scale wine producers, despite the extensive history of exploitation and oppression that has framed the industry in which these producers operate. This article asks if the Fairtrade label provides social upgrading to the farmworkers of these producers. In exploring the experiences of 30 Fairtrade farmworkers across five Fairtrade-certified farms, this article concludes that Fairtrade certification does not guarantee social upgrading. Instead, historical issues of dependency are being perpetuated on some wine farms despite their Fairtrade certification.