Fair Trade Coin adopted at the “World Fair Trade Day Nagoya 2021”

WFTO (World Fair Trade Organization) designates the second Saturday of May every year as “World Fair Trade Day.” Events and campaigns are held simultaneously in each country initiated by approximately 350 fair trade organizations in more than 70 countries that are members of the WFTO. In Japan, May is designated as “Fair Trade Month” too, and various companies and organizations hold fair trade events every year, celebrating, advocating for and educating people about what fair trade means.

Sustainable Story Inc., together with its group company Fair Trade Marche (both in Nagoya City, Aichi Prefecture), is among such companies that participated in promoting fair trade this month. Sustainable Story, Inc. and its related groups specialize in providing corporate SDGs/CVS promotion, entrepreneur support for solving social issues in the region and the world, and innovation start-up programs.

One of the things they achieved this month was to adopt Fair Trade Coin as a currency and a payment system at the 11th “Fair Trade Day Nagoya 2021 Coffee Summit” event held on May 8th. Approximately 70 coffee and Marche stores participated in the outdoor event, which took place at Meijo Park in Nagoya, Aichi Prefecture. Visitors were able to pay for their coffees with their Fair Trade Coins.

Fair Trade Coin is a cashless payment system using a QR code only usable at fair trade stores and events. On this occasion, the coins were promoted to lessen contact during the pandemic, which reduced the burden of store owners. Moreover, people who purchased the coins in advance, including students and volunteers who supported the event were given the priority of having Fair Trade Coins distributed to them, so many people had access to these coins.

In addition, one of the characteristics of these Fair Trade Coins is that you can donate “chips” otherwise known as “gifts,” to “Fairtrade Nagoya Network (FTNN)” activities that promote Fair Trade Town Nagoya. Furthermore, Fair Trade Coin is a unique currency used at roughly 50 fair trade stores nationwide (as of April 2021), mainly in Nagoya and its surrounding areas. Therefore, people can search for fair trade stores even after the event and participate in fair trade activities with their shopping.

Another thing Sustainable Story Inc. also pursued the “Fair Trade 1 Million Action Campaign” put forth by NPO Fair Trade Label Japan nationwide during Fair Trade Month. By expanding toward the roughly 50 stores incorporating Fair Trade Coin, they aimed at spreading and promoting fair trade to a wider audience.

In addition, Sustainable Story Inc. also cooperated with fair trade & sustainable store “meets” and JICA Chubu Nagoya Global Plaza to promote “Fair Trade 1 Million Action Campaign.” It’ll hold events and seminars for those new to fair trade.

COVID-19 has changed the world we live in drastically, and awareness towards SDGs is ever so high. The distribution and consumption of fair trade are closely linked to the 17 goals of SDGs. Sustainable Story Inc. hopes it can help achieve SDGs through these kinds of activities, with support from the region and various industries.