Washington — Amanda Archila is taking on the role of executive director at Fairtrade America. Archila comes to Fairtrade America with more than 15 years of experience working in a range of industries, from natural food to ecommerce retail and consumer electronics. She also brings an extensive fair trade advocacy background to the position.
The organization says Archila will support Fairtrade America as it enters a chapter of growth marked by increased consumer awareness of the Fairtrade Mark and the impact it has on farming communities worldwide. According to the 2021 biennial Fairtrade Consumer Insights report conducted by Globescan, 41 percent of Americans recognize the Fairtrade Mark, an increase of almost 50 percent from 2019.
After dedicating much of her undergraduate time as a student activist for the fair trade movement, including serving as an Oxfam America CHANGE Leader in 2005, Archila supported the development and launch of a domestic fair trade certification in India with cotton farming cooperatives. She then returned to the U.S. and spent five years in marketing and sales roles within Divine Chocolate, during which time she earn an MBA from Cornell’s Johnson Graduate School of Management.
As a result of her comprehensive background in both the private sector and advocacy communities, Archila has a strong understanding of the role each stakeholder plays in the fair trade movement. She plans to leverage this expertise to deepen Fairtrade America’s retailer relationships; strengthen licensee partnerships in key categories; and increase consumer awareness of the impact of choosing Fairtrade products so that they further advocate for those options at the point of purchase.
“Amanda’s wealth of relevant experience throughout the supply chain, combined with her passion for Fairtrade, will be invaluable for the future of this movement in the U.S.,” says Dan Arnett, chair of Fairtrade America’s board of directors. “We look forward to Amanda’s contributions and leadership as we continue to further engage with our retail and brand partners and consumers to change the way trade works through better prices, decent working conditions, and a fairer deal for farmers and workers.”
“My history with the fair trade movement has fueled my passion for supporting farmers and workers, including ensuring they can enjoy secure and sustainable livelihoods and have meaningful representation at each level of decision making,” says Archila. “I am honored to join the talented team at Fairtrade America and to support the organization as it builds on its legacy as the globally most recognized and most trusted ethical label in the world. The future has never been brighter for Fairtrade America, and I am dedicated to keeping the bar high for Fairtrade certification and creating a fairer future for and with farmers and workers.”
