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 fairness. This whole discussion is super difficult and tainted by years of colonisation 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?