Fair Trade from Kamakura:
Changing the Future.
Kamakura City has been certified as Japan's 7th Fair Trade Town.
In March 2025, Kamakura—a city breathing with history and culture—received the distinguished "Fair Trade Town" certification from the Japan Fair Trade Forum. This follows Kumamoto City (2011), Nagoya City, Zushi City, Hamamatsu City, Sapporo City, and Inabe City, making it the 7th such achievement in Japan. Behind this accomplishment are the passion and continuous efforts of many citizens, businesses, and government officials, including our "Kamakura Ethical Lab."
Fair trade means more than just fair business transactions. It's about protecting the smiles of producers in distant countries, caring for the global environment, and above all, making "choices" that guide our future in a better direction.
Through this website, we hope to share with you the appeal of fair trade and Kamakura City's vision for a sustainable society.
Would you like to start fair trade today?
What If Your Choices Are Taking Someone's Smile Away?
The sweet chocolate, aromatic coffee, and soft cotton shirts we casually pick up every day—do you know about the reality behind their production? In farms in distant countries, young children might be forced into dangerous labor instead of attending school. Producers might be unable to escape poverty despite their hard work, not receiving fair compensation for their efforts. And excessive use of pesticides and chemical fertilizers, prioritizing profit, might be quietly damaging our irreplaceable environment.
What if the products you choose simply because they're "cheap" are actually built on someone's sacrifice? What if, behind that low price, producers' dignity is being trampled, children's futures are being stolen, and the Earth is crying out in pain? Shouldn't we refuse to turn a blind eye to this reality? We need to stop and consider how our small daily choices might unknowingly be supporting unfair structures somewhere in the world.
What is Fair Trade? Shopping That Makes Everyone Smile
"Fair trade" might sound complicated, but it's actually a very simple and wonderful "system" that makes everyone happy.
For example, imagine you're buying chocolate at a store. The cocoa beans used in that chocolate were grown by people in distant countries. Fair trade ensures that those cocoa bean farmers receive enough money to live properly and don't have to work under unreasonable conditions—it's about trading with proper agreements (prices).
If cocoa beans were purchased at extremely low prices, the farmers would face serious problems. They might not be able to make a living, their children might not be able to attend school and might have to help with farm work instead. They might also use harmful chemicals that pollute the soil and water in an attempt to increase their harvest.
But with fair trade, there's no need to worry. It's a system that supports producers so they can live securely and grow crops using environmentally friendly methods. Choosing products with the fair trade mark is like sending a message saying, "Thank you for making this! Keep up the good work!" It's similar to voting for someone important to you. Your small purchase connects to someone's smile in a distant country and to the future of our planet.
The coffee beans, bananas, and chocolate we regularly consume are often grown by hardworking people in distant countries. However, under traditional trade practices, their efforts haven't always been properly valued, leaving many in poverty.
Imagine how you would feel if something you worked hard to create earned you only a pittance. You'd struggle to support your family and send your children to school. Fair trade was born to eliminate such sad situations. It not only ensures crops are purchased at fair prices but also helps farmers improve their cultivation methods and provides funds (premiums) to build schools and hospitals in their communities. This allows producers to work with peace of mind, children to receive education, and entire villages to prosper.
Fair trade isn't something extraordinary. It's as simple as looking for the fair trade mark during your regular shopping. That alone allows you to help make the world a better place.
Let's make it together!
Fair Trade Town Kamakura
Have you heard of "Fair Trade Towns"? It's a wonderful initiative where entire communities come together to support fair trade. Starting in Garstang, UK, in 2000, it has now spread to over 2,000 cities across 33 countries worldwide. In Japan, seven towns including Kamakura have become Fair Trade Towns.
To become a Fair Trade Town, several criteria must be met. In Japan, the following six standards are required. Let's take a look at how Kamakura City is working toward these goals.
1
Standard
Promote Fair Trade with Town Teams!
To continue promoting Fair Trade and raise awareness among more people, Kamakura Ethical Lab is leading the efforts here in Kamakura. Various individuals are cooperating to expand the circle of Fair Trade.
2
Standard
Raise Awareness About Fair Trade!
To help everyone understand that Fair Trade is important, we organize fun events and explain Fair Trade in an easy-to-understand way. Our efforts have even been featured in newspapers, on TV, and on the radio!
3
Standard
Use Fair Trade Products Throughout the Town!
In Kamakura, we have a special coffee called "Kamakura Roasted Coffee Fair Trade Kamakura Blend," which was created through a collaborative effort. This blend has encouraged more people to enjoy Fair Trade coffee at home and in their offices. When more people use it, Fair Trade becomes even more familiar to everyone!
4
Standard
Join Forces with Activities That Energize the Town!
Fair Trade initiatives in Kamakura also go hand-in-hand with other community-building activities that energize the city. Residents, businesses, shops, and even city hall staff are all cooperating through various events and initiatives to collectively liven up our town together.
5
Standard
Make Fair Trade Products Easy to Find in Stores!
In Kamakura, you'll find a wide variety of products with the Fair Trade mark sold in supermarkets and local shops. This makes it easy to choose Fair Trade items like chocolate, coffee, tea, and bananas during your everyday shopping. What's more, the number of stores specializing exclusively in Fair Trade products is also increasing!
6
Standard
Town Leaders Support Fair Trade Too!
Kamakura City is also a strong supporter of Fair Trade. In October 2024, the Kamakura City Council passed a resolution to "expand Fair Trade initiatives," and the Mayor also declared, "Kamakura City supports Fair Trade!" This means that citizens, businesses, shops, and the local government (City Hall) are all united in promoting Fair Trade.
In this way, Kamakura City became a Fair Trade Town through the collective efforts of everyone. We hope the circle of Fair Trade will continue to expand even further in the future!
What You Can Do Today:
Take Your First Step!
Fair trade might sound like something grand and distant, but it actually starts right in your everyday life. The idea of "changing the world" might make your heart race a little, but don't worry. There are plenty of wonderful actions you can take.
Why not start by looking for fair trade labels during your regular shopping trips? Coffee, tea, chocolate, bananas, spices, cotton products—you might be surprised to find how many products carry the fair trade mark.
When choosing products, try to imagine a little: "Where did this product come from?" "Who made it?" By reflecting on these questions, what was once just a "thing" might become something much more special to you.
The international fair trade certification label is a trustworthy guide for your choices. Selecting products with this mark is like "voting" to support producers in distant countries. Your lunch today or that chocolate snack can connect to someone's smile across the world and contribute to caring for our planet.
Don't overthink it—just enjoy being part of the movement. We believe that small steps beginning at your dining table can surely change the world for the better.
Would you like to start fair trade today?