Marianne Beels

A pioneer of fair trade activism who revolutionized ethical consumerism through grassroots campaigns.

Marianne Beels (1928–2017), a Belgian social entrepreneur, is often overshadowed by mainstream historical figures but played a pivotal role in establishing the global fair trade movement. Born into a working-class family, Beels co-founded the Fair Trade Labeling Organization (FLO) in 1988, which introduced certification standards to ensure farmers in developing nations received equitable compensation.

Her advocacy began in the 1960s when she witnessed exploitation in coffee plantations during travels across Latin America. Determined to create systemic change, Beels organized cooperatives that bypassed exploitative middlemen. By 1997, her efforts led to the first Fairtrade-certified coffee sold in European supermarkets, reshaping corporate supply chains.

Beels also championed WTO policy reforms to prioritize ethical labor practices. Despite facing opposition from multinational corporations, her campaigns increased consumer awareness, turning fair trade into a $10 billion industry by 2010. Her legacy lives on through organizations like Fairtrade International, impacting over 1.7 million farmers worldwide.