“Who cares about origin?” Why ethical trade matters more than ever

Recently, I had a conversation that stayed with me longer than I expected.

I was speaking with a wholesaler in Germany who was inquiring about Medjool dates. A familiar start. I shared our prices, which are admittedly higher than the average dates you might find on the market. I explained why: producing dates in Palestine is not simple, predictable, or low-risk. I explained that ethical trade is not a slogan for us, it means paying fair prices to farmers, working mainly with smallholders, and absorbing costs that many producers elsewhere never have to consider.

The response I got was blunt: “Who cares about origin?” The discussion quickly turned into an argument about how low price is the only thing people care about.

At first, I’ll be honest, it was discouraging.

But the more I reflected on it, the clearer something became.

This is exactly why the conversation matters

If everyone only cares about the lowest possible price, then the true costs don’t disappear, they’re simply pushed onto someone else.

• Onto small farmers, who are forced to sell below sustainable prices

• Onto workers, whose rights become negotiable

• Onto the environment, through shortcuts, over-extraction, and waste

• And onto entire communities, whose realities are erased in favor of cheaper labels

Unconscious consumerism may feel harmless, but its consequences are not.

Ethical trade is not a luxury, it’s a responsibility

When we choose ethical trade, we are choosing to:

• Value people over margins

• Protect small farmers instead of squeezing them out

• Keep supply chains transparent, even when it’s inconvenient

• Acknowledge that origin is not just geography, it’s lived reality

Yes, ethical products often cost more. But they cost more because someone, somewhere, is finally being paid fairly.

A moral obligation, not a marketing strategy

For us at Rift Valley Farms , this goes beyond business. We see it as a moral obligation to actively seek out and engage with customers who want to move in this direction, those who care about building a more ethical, transparent, and responsible supply chain. These conversations are not always easy, but they are necessary.

And despite the challenges, we are very proud of our recent achievements. They remind us that there is a growing community of partners who understand that long-term value is created through fairness, trust, and accountability, not just price.

Turning discouragement into purpose

That comment, “Who cares about origin?”, didn’t make me want to give up. It clarified why we must keep talking, keep educating, and keep telling these stories, especially within markets that shape global demand.

Because awareness doesn’t grow in a void. It grows when we challenge indifference.

For us, ethical trade is not about winning an argument or competing on who is cheapest. It is about standing by our values, protecting the people behind the product, and continuing to build a supply chain we can be proud of, even when it’s not the easiest path.

Long story short, did I lose a potential customer? Maybe. But I did lose a battle of awareness that I will continue to fight for.

For us, ethical trade is not about winning an argument or competing on who is cheapest. It is about standing by our values, protecting the people behind the product, and continuing to build a supply chain we can be proud of, even when it’s not the easiest path.

And that commitment is not up for negotiation!