We Are Fair Trade

What We Are Fair Trade does

We Are Fair Trade Ltd is a UK-based private limited e-commerce retailer operating a curated online marketplace for fair trade and ethically sourced consumer goods, with no physical retail locations and no disclosed parent, funding, or external investment. The Shopify storefront sells four core categories — Edibles (tea, coffee, chocolate, biscuits, breakfast cereals, cooking sauces, dried fruits and nuts, grains, honey, oils, spices), Consumables and Homeware (personal care, household paper, mugs), Gifting and Occasions (Build Your Own Gift Boxes, coasters, greeting cards, wrapping paper), and Wearables (bags and purses) — alongside own-brand products such as Fairtrade Kenyan tea, fruit-and-nut muesli, and in-house designed tote bags, plus a co-branded Ubuntu Coffee line with Rounton Coffee Roasters.

The catalogue is sourced from 21+ supplier brands (Alara, Divine, Café Direct, Equal Exchange, Zaytoun, Black Mamba, Steenbergs, Island Bakery, Cajuu, Bethlehem Baubles, Berraqera, Suma, Shared Earth, Fair To Trade, Namaste, Cocoa Loco, Sunshine Nut, Traidcraft, Whitakers, Mama Buci Honey, Rounton) spanning the UK, Tanzania, Colombia, Eswatini, Peru, Ghana, and Palestine/West Bank, and carries supplier-side certifications including Fairtrade, WFTO, BAFTS, organic, vegan, gluten-free, BRC, ISO 14001, SMETA, and carbon neutral. Marketing is content-led through an educational blog, newsletter, points-based loyalty program, and a Fair Trade Advocates community program, with SEO-optimized product pages and category navigation as the primary acquisition surface. There is no AI/ML capability, no API, no proprietary technology, and no disclosed intellectual property beyond the brand itself.

The revenue model is direct-to-consumer one-time product sales at individual unit prices of £2.17–£30.11, with optional 5–25% case-quantity discounts for bulk buyers and a single 800-bag tea catering pack, plus free UK mainland delivery on orders over £65. There is no subscription tier, no B2B or enterprise contract channel, no disclosed revenue, no disclosed headcount, and no disclosed management team. Geographic scope is the United Kingdom only, with no expansion to international shipping or storefronts disclosed.

Name

We Are Fair Trade

Legal name

We Are Fair Trade Ltd

Website

https://wearefairtrade.com

Company type

Private

Founded year

2023

Operating status

Operating

Short description

We Are Fair Trade Ltd is a UK-based Shopify marketplace selling fair trade and ethically sourced food, beverages, household goods, gifts, and wearables sourced from 21+ certified supplier brands, serving ethically minded individual consumers in the United Kingdom through direct-to-consumer e-commerce.

Ownership category

akta.pro rank

Product category

Ethical & Fair Trade Retail E-commerce

NAICS

All Other Miscellaneous Retailers (459999)

SIC

Retail-Variety Stores (5331)

akta.pro industry

PRIMARYBPAGALAL

Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support)

Business & Public Services/Nonprofit, NGO & Social Services/Social Enterprises & Impact Organizations

Keywords

• Fair trade retail
• Ethical e-commerce
• Specialty food online
• Organic grocery store
• Sustainable gift shop

Headquarters

HQ city

Gateshead

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel

Revenue model

1. Product Sales: Direct retail sales of fair trade products including food, beverages, household items, gifts, and wearables through the e-commerce storefront. Revenue generated through one-time product purchases with occasional bulk case quantity discounts.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

We Are Fair Trade is a UK-based e-commerce retailer that sells a curated range of fair trade and ethically sourced consumer products through its own Shopify storefront. It offers food, beverages, household items, gifts, and wearables from 21+ certified fair trade supplier brands, supplemented by its own-brand named products and a customizable gift box builder. The platform also runs content marketing (blog, newsletter) and a loyalty rewards program.

Product overview

We Are Fair Trade is an e-commerce marketplace specializing in fair trade and ethically sourced consumer products. The company offers a curated portfolio across four main categories: Edibles (beverages, biscuits, breakfast cereals, chocolate, coffee, cooking sauces, dried fruits & nuts, grains, honey, oils, and spices), Consumables & Homeware (personal care, household paper products, mugs), Gifting & Occasions (gift boxes, coasters, greeting cards, wrapping paper), and Wearables (bags). The store features products from over 20 supplier brands including Divine Chocolate, Café Direct, Equal Exchange, Alara, Black Mamba, Zaytoun, and Steenbergs, as well as own-brand products like We Are Fair Trade tea and muesli. The company also offers customizable Build Your Own Gift Boxes. The platform is built on Shopify e-commerce infrastructure.

Differentiator

Problem solved

Functional benefit

Products and services

• We Are Fair Trade Edibles A curated e-commerce category of food and drink products including beverages (tea, coffee), biscuits, breakfast cereals, chocolate, cooking sauces, dried fruits and nuts, grains, honey, oils, and spices sourced from fair trade suppliers for individual consumers and bulk buyers.
• We Are Fair Trade Consumables & Homeware Household and personal care products including personal care items, household paper products, and mugs sourced from ethical suppliers for UK consumers.
• We Are Fair Trade Gifting & Occasions Gift products including build-your-own gift boxes, handmade wooden coasters, greeting cards, donations, and eco-friendly wrapping paper designed for ethical gifting.
• We Are Fair Trade Wearables Wearable fair trade products including bags and purses made by ethical manufacturers for UK consumers.
• Build Your Own Gift Boxes Customizable gift box builder allowing customers to create bespoke fair trade gift selections including chocolate gift boxes, Middle East flavors, spicy selections, and tea/coffee/biscuits combinations.
• We Are Fair Trade Breakfast Blend Tea Fairtrade certified Kenyan tea, grown on the east side of the Great Rift Valley. Available in 80-bag boxes, loose leaf (125g), and catering packs of 800 bags.
• We Are Fair Trade Fruit and Nut Muesli Fairtrade muesli in a 500g box, part of the company's own brand product line.
• We Are Fair Trade Tote Bags Printed tote bags designed in-house including Delicatessen, African Leaves, South American Flowers, and Vintage Machine patterns, printed in the UK.
• Hand-made Wooden Coasters (Walnut) Hand-made wooden coasters in walnut finish sold as part of the We Are Fair Trade own-brand gifting assortment.
• Ubuntu Coffee Collaboration between We Are Fair Trade and Rounton Coffee Roasters offering Rich Blend and Standard Blend ground coffees. Features direct premiums paid to farmers through Agri Evolve, described as 'better than Fairtrade'.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core and minor.

• AlaracoreStrategic or Co-development PartnerLong-established UK-based organic cereal manufacturer since 1975. Produces muesli, granola, and porridge products. Pioneer in organic and fair trade cereals.
• DivinecoreStrategic or Co-development PartnerGlobal social enterprise chocolate company co-owned by Kuapa Kokoo Farmers' Union (100,000+ cocoa farmers in Ghana). Produces fair trade chocolate and hot chocolate products.
• Café DirectcoreStrategic or Co-development PartnerPurpose-led coffee business with 30+ year partnerships with coffee farmers. Shares profits with farming communities and offers Machu Picchu blend organic fair trade coffees.
• Equal ExchangecoreStrategic or Co-development PartnerWorker co-operative established 1979/1990, importing wide range of fair trade products including coffee, cocoa, honey, sugar, chocolates and oils. Products are fully traceable.
• ZaytouncoreStrategic or Co-development PartnerAuthentic Palestinian products including olive oil, almonds, medjoul dates, and olive oil soap. Supports Palestinian farmers and communities.
• Black MambaminorStrategic or Co-development PartnerChilli sauce company from Eswatini founded 2010. Sources fresh organic herbs and chillies from Guba permaculture organization managing 50+ smallholder farmers. Products reach over 1,000 individuals positively.
• Bethlehem BaublesminorStrategic or Co-development PartnerPeace lights and Christmas baubles handmade through collaboration between Muslims, Jews and Christians in Hebron and Bethlehem. Founded by Ros Pollock to provide income for artisans.
• Island BakeryminorChannel Partner/ Reseller/ DistributorAward-winning chocolate and biscuit company from West Sussex producing fair trade and organic products with 100% plastic-free packaging.
• Suma WholefoodsminorChannel Partner/ Reseller/ DistributorWorker co-operative of nearly 200 people, supplying vegetarian and sustainable products. Produces Ecoleaf recycled paper products and shampoo bars.
• Planet Wrap ItminorChannel Partner/ Reseller/ DistributorSustainable wrapping paper company providing recycled and recyclable gift wrap since 2020. Addresses UK gift wrap waste problem (227,000 miles of wrapping paper annually).
• SteenbergsminorChannel Partner/ Reseller/ DistributorFamily-run organic and fair trade spices company from North Yorkshire, established 2003 by Axel and Sophie Steenberg. Carbon neutral operations.
• Rounton Coffee RoasterscoreStrategic or Co-development PartnerYorkshire-based specialty coffee roaster. Collaboration produces Ubuntu Coffee brand offering 'better than Fairtrade' pricing with direct premiums to farmers through Agri Evolve social enterprise.
• BerraqeraminorStrategic or Co-development PartnerColombian word for resilience. Community Interest Company opening overseas markets for Colombian smallholder farmers affected by conflict. WFTO certified ethical snack producer.
• CajuuminorStrategic or Co-development PartnerTanzanian cashew nut producer growing, harvesting, flavouring, roasting and packaging entirely in Tanzania. Products feature QR codes to meet farmers. No plastic packaging.
• Shared EarthminorChannel Partner/ Reseller/ DistributorSells fair trade, recycled, eco-friendly and ethical products. Pays 50% upfront to overseas producers and supports supplier communities.
• NamasteminorChannel Partner/ Reseller/ DistributorEthical, hand-crafted, eco-friendly products supporting marginalized small producers to achieve economic self-sufficiency.
• Fair To TrademinorChannel Partner/ Reseller/ DistributorWorks with WFTO members and producers offering handmade high quality products in traditional and western designs. BAFTS member.
• Sunshine Nut CompanyminorChannel Partner/ Reseller/ DistributorCashew nut producer from Tanzania offering fair trade and organic certified products.
• Cocoa LocominorChannel Partner/ Reseller/ DistributorAward-winning chocolate company from West Sussex producing Fairtrade and Organic certified products with 100% plastic-free packaging.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Big Green Smile: UK-based online retailer of natural, organic, and ethically sourced personal care and household products. Comparable in DTC ethical-retailer positioning and shopper demographic.
• Ethical Superstore: UK online retailer specializing in fair trade, organic, and eco-friendly products across food, household, and gift categories. Direct competitor in the ethical consumer e-commerce space.
• Traidcraft: One of the UK's longest-running fair trade retailers, selling food, gifts, and household products through its own e-commerce site. Directly comparable to We Are Fair Trade in mission, product breadth, and UK DTC focus.
• Shared Earth: UK-based online retailer of fair trade, recycled, and ethical products including bags, gifts, and homeware. Comparable in offering type and customer base, and is also a listed supplier on We Are Fair Trade's platform.
• Natural Collection: UK online retailer offering ethical and eco-friendly products across gifts, homeware, and personal care. Direct competitor in UK ethical consumer e-commerce with similar horizontal product breadth.

Emerging players

• Equal Exchange: Worker co-operative importing and selling fair trade coffee, chocolate, dried fruit, and nuts DTC and wholesale. Comparable in product range and ethical positioning, also a supplier partner.
• Suma Wholefoods: UK worker co-operative supplying vegetarian, vegan, and ethical products wholesale and DTC. Both a supplier partner and an adjacent ethical retailer with shared customer base.
• Divine Chocolate: Fair trade chocolate brand co-owned by Kuapa Kokoo cocoa farmers; sells direct to consumers online as well as through retail partners. Both a supplier to We Are Fair Trade and a partial competitor in the ethical chocolate DTC space.
• Café Direct: Purpose-led UK fair trade coffee brand selling direct through its own e-commerce site. Comparable in product category overlap (coffee, tea) and ethical brand positioning, also a supplier partner.

Regional players

• Ten Thousand Villages: US-based fair trade retailer of artisan gifts, homeware, and food from developing-world producers. Comparable in fair trade marketplace model and gift-box offerings, but operates in North America rather than UK/Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/wearefairtrade2025

Compliance11 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about We Are Fair Trade