STORMS RIVER ADVENTURES of the Eastern Cape is one of the first four tourism companies in South Africa to qualify for the Fair Trade in Tourism South Africa trade mark. Fair Trade in Tourism South Africa (FTTSA) is aligned to the international Fair Trade movement, which certifies products produced according to “fair” labour practices. Tourism businesses applying for the trademark undergo a stringent assessment process, and are reviewed by a three-member Trademark Panel, before the trademark is awarded. The other three businesses are the Sabi Sabi Private Game Reserve in Mpumalanga, Shiluvari Lakeside Lodge in the Limpopo province, and The Village at Spier Hotel and Conference Centre in the Western Cape. Annual sales of Fair Trade products exceed US$500 million internationally. FTTSA was established by the World Conservation Union (IUCN) in 2001 to promote equitable and sustainable tourism development in South Africa. Criteria that FTTSA evaluates before certifying a tourism product as “fair” include fair wages and working conditions, fair distribution of benefits, ethical business practice and respect for human rights, culture and the environment. The panel comprises experts from the National Business Initiative and Grant Thornton Kessel Feinstein and is chaired by Jennifer Seif, National Coordinator for Fair Trade in Tourism SA. Announcing the trademark recipients, Seif praised the four tourism businesses for being “world leaders in implementing fair and responsible business practice”. Between them, they have implemented laudable socio-economic programmes, focusing on local employment, affirmative procurement, employment equity, skills development, HIV/Aids awareness schemes, environmental education and community support initiatives, she said. “Our role in the tourism sector is to focus on the often overlooked social and economic, as well as environmental, impacts of tourism development, and to ensure that progress gets recognised. The Fair Trade Trademark not only gives responsible tourism companies recognition for their efforts, but helps them to benefit from the growing number of socially conscious tourists attracted to this region.”