FAIRTRADE Fortnight is being celebrated across the district.

The initiative is promoting Fairtrade’s campaign for better prices and working conditions – and fairer terms of trade – for farmers and workers in the developing world.

Among those giving their backing is Keighley Rotary Club.

It has taken-up the Fairtrade 90kg Rice Challenge, through which groups, schools and churches sell rice to raise funds to support children in Malawi.

Ninety kilogrammes is the amount of rice a farmer in Malawi has to sell to enable him to send a child to secondary school for a year

Keighley Rotarian John Broughton, who leads the club’s international and foundation section, said: “The challenge is a good way to support and help some of the poorest communities in Malawi to achieve a better education and life.

“It is a very easy and visual concept to understand which people can grasp and feel part of.

“It’s a great challenge. We have had a lot of support from our friends and families willing to buy – and it is a really good aromatic rice!”

The rice is produced by farmers in the Karonga region – in the north of the country, on the shores of Lake Malawi – using traditional cultivation methods.

It is marketed by a smallholder rice farmer’s association, working with JTS Fairtrade.

“This ensures the farmers receive a fair and stable price for their rice so they can plan and invest in their businesses and provide greater food security for their communities – and support and educate their families,” said Mr Broughton.

The Fairtrade movement connects disadvantaged farmers and workers with consumers.

Bradford was declared a Fairtrade Zone – a local authority area with Fairtrade status – in March 2006.

The zone is made-up of Haworth – the world’s first Fairtrade Village – Thornton, and Ilkley, Shipley, Burley-in-Wharfedale, Baildon and Keighley.

This year, Fairtrade Fortnight – which runs until Sunday, March 8 – is focussing on women who grow cocoa in Ghana and the Cote d’Ivorie.

Keighley councillor Adrian Farley, Bradford Council’s Fairtrade champion, said: “Fairtrade works to reduce inequalities, promote wellbeing and improve the environment we are all part of.

“Small decisions we take in the Bradford district can have a big impact across the world.”

He added: “Fairtrade means justice, fairness and equality for workers. It aims to provide a stable price and a premium to enable workers to invest in areas such as education, and clean water – the things we take for granted – and so create a better standard of living.

“It’s very easy to support Fairtrade – just look out for the symbol on products.”