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the state or condition of being aware; having knowledge; consciousness; especially of a social or ethical brand claim. Possessing discernment, judgment, or discretion as to what is fair or just.

Labelwise Logo
About Us

Four of the world’s most credible eco and social labels have joined forces in a unique South African campaign: LABELWISE. Each of the four labels guarantee that global best practices are in place in the best interest of people and the environment.

Partners: Fairtrade SA, the Forest Stewardship Council (FSC), the Marine Stewardship Council (MSC), and Fair Trade Tourism

Our Manifesto

Our mission is to educate shoppers to identify products that will help put an end to unfair labour norms and unsustainable practices.

So the next time you’re out shopping or booking a holiday online, simply look out for any one of our four labels. It really is that simple or as we like to say it – a little does a lot.

FSC Film
MSC Film
Fairtrade Film
Fairtrade Tourism Film
Why Labelwise

There is a great concern for social and environmental issues amongst South Africans. We’re becoming more aware of global issues like climate change, overfishing, deforestation, unethical labour practices and the importance of sharing of benefits.

By being Labelwise, we can use our individual buying power to make ethical purchasing decisions. By doing this, we’ll ensure that the products we use are environmentally sustainable and produced using best labour practices.

Our Labels

Fairtrade promotes more equitable terms of trade in the farming sector by ensuring that small-scale farmers receive a fair price for their crops, and that workers are empowered through better working and living conditions. When consumers see this label on a bag of coffee or slab of chocolate it means that the ingredients in the product have been farmed sustainably.

Fair Trade Tourism

Fair Trade Tourism is a non-profit organisation that promotes responsible and sustainable tourism in southern Africa and beyond. Our mission is to ensure that the people contributing their land, resources, labour and knowledge ultimately reap the benefits of tourism. The Fair Trade Tourism label represents fair wages and working conditions, fair purchasing and operations, equitable distribution of benefits and respect for human rights, culture and the environment.



FSC is a global, not-for-profit organization dedicated to promoting responsible forest management worldwide by looking after everything related to forests, including the people and animals that rely on it. The FSC logo symbolises the fact that when a consumer buys a product bearing the FSC label, they are helping to bring about a future where forests can be appreciated for generations to come. The FSC label means that that product can be traced directly to a responsibly managed forest.


The Marine Stewardship Council (MSC) is an international non-profit organization established to address the global problem of unsustainable fishing and to safeguard seafood supplies for the future. The MSC runs a certification and ecolabelling program that creates market demand for sustainably caught seafood by recognising and rewarding fishermen who fish responsibly and who are addressing the problem of unsustainable fishing. This ecolabel indicates that the seafood you have chosen can be traced right back to a sustainable source.

Why the Four Labels

This groundbreaking campaign is the first collaboration of its kind and is a product of the power our combined voices have in driving global change for the environment and people.

Our credibility comes from the fact that:  

Background & Context

LABELWISE is four of the world’s most credible eco and social labels aimed at helping everyday shoppers like you and I to identify products that are kind to our planet and foster a more ethical society, simply by making them aware of the different sustainability labels that exist. 

“Whether you’re looking for anything from paper to loo roll, coffee to wine, seafood to holiday destinations, our ultimate goal is to increase the South African demand for environmentally sustainable and ethical goods and services.”

Leán Terblanche, Executive Director at Fairtrade South Africa, LABELWISE’s leading partner. 

Switch Africa Green

About Our Funders

Our campaign is funded by SWITCH Africa Green, a European Union initiative, in collaboration with the Department of Environmental Affairs and the United Nations Environmental Programme that intends to give way to a green economy in Africa. Over the next two years, Labelwise will educate public and private consumers about sustainable agricultural practices, and promote sustainable lifestyles more broadly.

For more info check out:

SWITCH Africa GreenDepartment of Environmental AffairsEU Delegation