The overall goal of this action is to champion a crosssectoral Sustainable Consumption and Production (SCP) model in South African agriculture through Fairtrade by investing in policy advocacy, public and private consumer education, and the creation of new Fairtrade certified value chains. An existing partnership with other eco/social labels, known as Power of You (POY), will be strengthened to promote sustainable lifestyles more broadly. The action emphasises the pivotal role of education and lobbying in influencing key decisionmaking actors and recognises market and consumer demand as a necessary prerequisite, or incentive, for the growth of sustainable production. The action’s primary focus is on agricultural value chains in South Africa with linkages to other sectors and the African region more generally are key elements of implementation.