This week join Fairtrade Label South Africa in their campaign to promote an ethical alternative for all coffee lovers.

Farmers like the one pictured here benefit from Fairtrade's efforts (Photograph by Natalie Bertrams)

While there are many events and initiatives on the theme of fair trade happening internationally - in correlation with last Saturday's World Fair Trade Day - this will be the second time Fairtrade Coffee Week takes place in South Africa.

“Fairtrade Coffee Week has a special meaning for Fairtrade, both locally and internationally, as it celebrates our flagship product and the thousands of small-scale farmers involved in Fairtrade coffee production worldwide,” says FLSA’s Executive Director, Boudewijn Goossens.

Having seen an increase in Fairtrade labelled coffees country-wide, Fairtrade SA are also celebrating Woolworths' new commitment to Fairtrade certified coffee: only beans of the fair-sourced kind will be used in their coffee shops from now on. As well as upping the availability of Fairtrade coffee to South African consumers, this move by Woolies will mean a Fairtrade Premium of over R180, 000 per year for small-scale coffee farmers in East Africa.

“Our goal was to do more than provide a market for the small-scale farmers who grow our café coffee," says Justin Smith, manager of Woolworths' Good Business Journey. "We wanted to empower this economically marginalised community and are delighted to be able to partner with Fairtrade to do this.”

With 3 and a half million cups of Fairtrade coffee drunk in SA in 2011 and over 250 coffee shops nationwide participating in this year's Fairtrade Coffee Week, there is no doubt that this brand is doing its bit for Africa's coffee farmers.

Enjoy a good cup of Fairtrade coffee today!

Collaborating with partners Woolworths, Bean There, Ciro, Fabino and Miko Coffee, here is some of what to expect this week:

Watch musician Loyiso Bala on SABC 3’s 3 Talk with Noeleen to learn about his new ambassadorship with Fairtrade Label SA, as well as Woolworths in discussion about their cafe commitment to Fairtrade coffee.

To find one of the coffee shops supporting Fairtrade Coffee Week, look out for the Fairtrade poster in the window and make sure too that you take advantage of Bean There’s ‘buy two coffees get one FREE’ promotion (at Cape Town and Johannesburg coffee shops).

Those based in Johannesburg can also check out a CIRO promotion at the Univeristy of Johannesburg, as well as the media event at the CIRO roastery. There will also be a competition to win a PURO 4 U Coffee machine and coffee hamper to the value of R4000.

For more details, like the Fairtrade Label SA , follow them on or visit the website