Be Fair Right Now: Championing Gender Equality in Agriculture During 16 Days of Activism

Picture by Fairtrade Website

Today on The Morning Cruise at Bush Radio, we welcomed Sandra Ndlovu, the Southern Africa Regional Communications Officer for Fairtrade Africa. Sandra joined us to discuss the Be Fair Right Now initiative, a powerful campaign aligning with the 16 Days of Activism for No Violence Against Women and Children. The initiative draws attention to the vital but often overlooked role of women in agriculture.

Running from 25 November to 10 December, the campaign highlights the systemic barriers rural women face, despite their significant contributions. Sandra shared during the interview, “Women in agriculture bring invaluable expertise—managing natural resources, adapting to climate challenges, and ensuring food security. Yet, they work longer hours than men and face far greater challenges. This initiative is about recognising their efforts and empowering them for a sustainable future.”

Women make up 60% of the global agricultural workforce and are responsible for half of the world’s food production. However, limited land ownership, restricted access to resources, and entrenched social discrimination hinder their progress. Sandra explained that the Be Fair Right Now campaign aims to empower rural women by promoting fair wages, equal opportunities, and sustainability in agriculture.

The campaign encourages consumers to rethink their buying habits by taking Fairtrade Africa’s interactive quiz. Sandra noted, “This campaign helps consumers see their power. By supporting Fairtrade-certified products, they can advocate for gender equality, human rights, and environmental responsibility.”

She also emphasised the importance of collective action, saying, “If we uplift rural women in agriculture, we don’t just change their lives; we improve food systems, climate solutions, and communities worldwide. It’s a step toward a truly sustainable future.”

Listeners were invited to visit the Be Fair Right Now campaign page to participate in the quiz and explore ways to support ethical farming practices. The campaign also offers exciting prizes, such as a weekend getaway, for participants.

Sandra concluded with a call to action: “Let’s make a difference this 16 Days of Activism. Let’s act for women in agriculture, for human rights, and for a fairer, more sustainable world.”

Join the movement and take the quiz at Be Fair Right Now. Together, we can sow the seeds of equality and drive positive change.

Morning Cruise, Bush Radio 89.5FM

Presented by Mkhuseli “Khusi” Veto

Monday to Friday, 10 am – 12 pm.