Two thirds of the 21.8 million bottles of Fairtrade wine sold in the world in 2012 were produced in South Africa.
Fairview’s Goats Do Roam 2013 range will be the first wines produced from Fairtrade certified grapes. Fairview is also known for its cheese.
Charles Back, owner of Fairview, said he has always placed importance on social accountability as part of the of the Fairview ethos.
"Fairtrade accreditation will allow Fairview to further build upon its existing projects, bringing further benefit and upliftment to the surrounding farming community," he said.
According to Arianna Baldo, business manager of Fairtrade Label South Africa, the current 20 certified South Africa wine producers extend over 64 farms and employ 2 419 farm workers.
In 2012, a total of over R8.1m was received by Fairtrade certified farms in South Africa and 165 projects were implemented.
The funds were used for the implementation of social projects and directly benefitted 8 532 recipients. It is estimated that it also indirectly benefitted over 42 000 people, according to Baldo, who is also the international wine co-ordinator of the Fairtrade globally.
While Fairview's ten farms spanning Paarl, Darling and Stellenbosch have all been Fairtrade accredited, Back has selected its biggest, most established and most successful wine range to carry the Fairtradelogo and maximise the benefit to the community.
“Goats Do Roam is our largest wine brand, established some 15 years ago. It is well-established and recognised in 35 countries across the world,” said Back.
Goats Do Roam Rosé, Goats Do Roam White and Goats Do Roam Red will be released in both local and international markets during September and October respectively.
A percentage of the funds generated from the sale of these wines will be put into various community development projects, benefitting upwards of 450 people.
"Through this process, workers learn, practice and acquire invaluable life, leadership and management skills – this is truly empowering,” said Fairview Fairtrade officer David Loos.
How Fairtrade works
In addition to strict social and environmental standards, the Fairtrade Development Premium (FDP) is an empowerment tool used to achieve more equality and sustainability in the agricultural sector.
The FDP is a sum of money paid by traders in addition to their Fairtrade purchase.
For every bottle of Fairtrade wine purchased, 70 cents of what consumers pay in the shop goes back to the farm workers, who democratically decide how to spend the FDP based on the unique needs of their own community.