First-ever Fairtrade certified Ashwagandha available now

WASHINGTON, DC, May 14, 2024 – For the first time ever, consumers can purchase Fairtrade certified Ashwagandha, an adaptogenic herb used for vitality and stress relief.

Fairtrade brand partner, Organic India, is the first company in the world to achieve Fairtrade certification for Ashwagandha. While Ashwagandha has been a consistent top seller for the brand and a staple of Ayurvedic medicine for thousands of years, this is the first time any Ashwagandha has ever been certified by Fairtrade. This means that Organic India’s Ashwagandha is produced in compliance with Fairtrade International’s rigorous social, economic and environmental sustainability standards.

Organic India’s Ashwagandha is grown by Holistic Organic Farmers Producer Company Limited, a farming organization in the Patidar Community of the Neemuch District. Ashwagandha grown in this area is renowned for its distinctly white color, which indicates superior quality and is possible due to the favorable soil conditions.

“Thanks to our affiliation with Organic India and Fairtrade certification, we’ve overcome major hurdles in securing fair prices for our Ashwagandha, along with the added benefit of avoiding the hassle and expenses of traveling to distant markets,” said Fairtrade Ashwagandha farmer Kawar Lal Patidar.

A unique part of Fairtrade’s model is the Fairtrade Premium, an additional sum of funds that farming cooperatives earn when they sell their product on Fairtrade terms. This income is earmarked for farmer organizations to invest in their communities according to the priorities of their members and community. The more Fairtrade product an organization sells, the more they have to invest.

“Ashwagandha, a potent herb with roots in traditional Ayurvedic medicine, hails from India, but its influence has stretched far beyond its place of origin,” said Ori Ornstein, Vice President of Sales, Organic India. “Witnessing its remarkable ascent in the US market, I’ve seen firsthand how it’s more than just a passing trend; it’s a testament to its profound impact on the health and lifestyles of our customers. Its consistent top-selling status speaks volumes.”

“Now, sourcing it Fairtrade adds a whole new layer of significance. It’s not merely about buying a product; it’s about investing in communities. By paying an extra 15% in Fairtrade Premium to a community fund, local farmers will be able to implement projects of their choice that support their entire village. We do not have any influence on their decision of how these funds are used. For us, it’s not just about commerce; it’s about nurturing thriving relationships and spurring meaningful change.”

“The process of becoming Fairtrade certified demands that brands and farmers commit themselves to sustainability across their supply chain,” said Amanda Archila, Executive Director, Fairtrade America. “Innovating new Fairtrade products expands access to the positive impact of Fairtrade on the livelihoods of hardworking farmers. Because of Organic India’s partnership and its Ashwagandha farmers’ dedication to sustainability, consumers now have the option to purchase Ashwagandha that contributes to making global trade systems fairer.”

Organic India’s Fairtrade certified Ashwagandha is available for purchase online, as well as on-shelf at Whole Foods Market. The coupon code FAIRTRADE25 can be used through June 30, 2024, for 25% off purchases made online through Organic India.

About ORGANIC INDIA

With a mission to be a trusted and innovative global leader in providing organic products and true wellness solutions for healthy conscious living, ORGANIC INDIA offers a full line of Tulsi-based teas, whole-herb supplements and innovative fiber products that are USDA Certified Organic, Non-GMO Project Verified, and vegan.  Going beyond a sustainable approach, ORGANIC INDIA employs practices to aid in the regeneration of environmental, community and business ecosystems.  Ingredients are sourced responsibly through partnerships with 2,232 small family farms across more than 10,000 acres, in 121 villages throughout India and exports its herbal products, manufactured in their LEED Platinum certified facility, to over 40 countries worldwide.  ORGANIC INDIA, a certified B Corp, was named a 2018 and 2019 “Best for the World Overall” Honoree, a distinction awarded to the top 10% of all B Corporations and received an honorable mention from Fast Company’s 2021 World Changing Ideas. Most recently, ORGANIC INDIA was honored with “Best for the World Community”, elevating them to the top 5% of 4,000 Certified B Corporations.

For more information, please visit www.organicindiausa.com or on social @organicindiausa.

About Fairtrade America

Fairtrade America works to rebalance trade, making it a system rooted in partnership and mutual respect rather than exploitation. It’s about businesses, shoppers, farmers and workers all working together so we can all experience the benefits of trade. Fairtrade America is the U.S. branch of Fairtrade International, the original and global leader in fair trade certification with more than 30 years of experience working for fair trading practices in more than 30 countries across the globe. A non-profit 501(c)3 organization, Fairtrade America is part of the world’s largest and most recognized fair trade certification program —part of a global movement for change. Learn more at fairtradeamerica.org, and by connecting with Fairtrade America on Facebook, Instagram and LinkedIn.

Media Contact: Liz Davis, ldavis@fairtradeamerica.org