We want to go beyond the principles of fairtrade. Our vision for the women is to feel proud and grow their self-worth by being able to provide for themselves and invest in their futures. To us, ‘Fairtrade’ is the lowest common denominator for a fair wage. This whole discussion is super difficult and tainted by years of colonization and being part of a market that is largely dominated by capitalism.
At Pura Utz, we focus on what’s in front of us - and that’s the women in our team. We don’t claim to save the world, but we are on a mission to make a beautiful business that benefits all women in our team.
It’s not just about a salary. It’s about being acknowledged, respected and treated as an equal human.
Our journey is constantly evolving - we have learned a lot about our own behavior and the large political discussion we are part of as a social project and brand. We are never certain that we are doing it right and constantly evaluate our model and values and what we contribute with in the world.
A few questions we ask ourselves: is it possible to have a fair business in a capitalistic market? Is it possible to create a business that actually serves the producing end of the value chain? Will the system we are trying to defy always be reproduced?
Read more about it here 🍎