Fairtrade America has appointed Peg Willingham as its executive director.
Fairtrade America is an independent, third-party certification that betters the lives of farmers and workers in developing countries.
In this role, Willingham will lead the US chapter of Fairtrade International in increasing brand awareness and engagement with consumers and businesses, identifying new partnership possibilities and expanding Fairtrade’s impact in policy circles and civil society.
She has 30 years of international advocacy and non-profit experience, most recently as the Head of Advocacy and Policy at the International Food Policy Research Institute’s (IFPRI) HarvestPlus programme.
Willingham’s expertise in agriculture, resource mobilisation, partnerships and policy will strengthen Fairtrade America’s approach to improving the lives and livelihoods of smallholder farmers across the globe.
Also, the organisation’s goal is to encourage more American companies and consumers to prioritise Fairtrade certified goods.
I feel lucky and excited to be joining this talented team and important global movement. Throughout my career, I have witnessed first-hand the challenges experienced by producers, including those cultivating coffee and bananas in Latin America, tea in Africa and rice in Asia. Collaborating with these communities, as well as with companies who partner with them, is a dream job for me.Peg Willingham
Willingham earned respect in international affairs as a diplomat in the Middle East and Latin America, and by leading teams at mission-driven non-profits.
She is enthusiastic about enhancing the lives and livelihoods of smallholder farming families by minimising the impact of climate change, poverty and gender inequality.