Believed to be a world-first amongst wine-producing countries, the programme wills fast track the implementation of fair labour practices on wine farms and in cellars.
Speaking at the launch, the MEC for Agriculture, Gerrit van Rensburg, welcomed the action, stating that the importance of this code of ethical best practice is that it addresses both the economy and the people of the Western Cape. He added it fitted perfectly with the Western Cape government's philosophy, which dictates that economic growth must drive social development rather than social dependency through grants.
The WIETA code of good practice is based on the International Labour Conventions' Ethical Trading Initiative and incorporates South African labour legislation. It precludes the use of child labour, asserts that employment should be freely chosen and that all employees should have the right to a healthy and safe working environment. Amongst the conditions it sets are that workers should have the right to freedom of association, a living wage and be protected from unfair discrimination. Worker housing and tenure security rights should also be respected.
Its stakeholders include producers, retailers, trade unions, NGOs and government. Foreign retailers, the Food & Allied Workers' Union (FAWU), Sikhula Sonke, Women on Farms, as well as established industry organisations such as the SA Liquor Brandowners' Association (SALBA), Wine Cellars SA and producer organisation VinPro, support the fair labour initiative.
Rico Basson, CEO of VinPro said the initiative was intended to increase the confidence in South African wines both domestically and internationally and to capitalise on the industry's global leadership in eco-sustainable production.
"Wine lovers have the right to know the wines they enjoy have been made with respect for the environment and in accordance with ethical working conditions.
"Our industry has built a reputation for advancing environmentally sustainable wine production. Now is the time to match that reputation with an infrastructure to promote social sustainability. As a start, we need greater awareness and implementation of the law with both workers and producers understanding their rights and responsibilities."
WIETA CEO, Linda Lipparoni, said, "By introducing the seal, we want to acknowledge and accredit wineries and farms that follow ethical practices and to protect them from any potential negative publicity resulting from those who flout the law.
"After almost 20 years of democracy and exposure of the country's wine producers to international best-practice, we have reached a level of maturity where no abuses of human rights should be countenanced. The industry has no place for the few who, by perpetuating unfair, inhumane labour practices are tarnishing the majority who recognise that the ethical treatment of workers is both a moral and a legal obligation."
Lipparoni said the traceable seal was being modelled on South Africa's sustainability seal, developed to promote awareness of the production integrity followed at every stage of the supply chain from vineyard to bottle.
She confirmed the fast-tracking ethical programme would be implemented in three phases, starting with the simultaneous training of workers, owners and management in labour law and the association's code of fair trading principles. The association will supply free training manuals and, after the initial training phase, all producers would be required to complete assessment forms to determine their level of compliance. The association would offer further support in taking the necessary steps to address gaps.
In the final stage of the process, producers would be required to pass a full WIETA audit, involving on-site inspections.
Only those producers who meet the criteria set by WIETA will be entitled to use the seal on their wines. It is anticipated that the first seals will be granted later this year to currently compliant producers.
To be entitled to carry the ethical seal, brand owners would have to enter an annually renewable, legally binding agreement with WIETA. To ensure traceability, brand owners would have to identify all their suppliers. At least 60% of these suppliers would also have to be WIETA-accredited, with the other 40% demonstrating that they were preparing themselves for accreditation.
Lipparoni confirmed that the association was also considering the recognition of ethical, health and safety audits undertaken by other recognised bodies to facilitate the accreditation process.
Basson added that the longer-term goal was to have a single seal, issued by the Wine & Spirit Board that would confirm both production integrity and fair working conditions, as well as certified wine of origin information, such as vintage date and varietal.
The association will be working with Wines of South Africa (WOSA), which will promote the new ethical seal, along with Fairtrade and Fair for Life, to trade and consumers.
The Minister pointed out that the Western Cape's economy is based on agricultural exports. "If we were to grow our agricultural export basket by 5%, it is estimated that we will create an additional 23000 jobs in our economy. I will therefore support any initiative, which will promote wine exports. This initiative has the potential to enhance our wine image abroad through its focus on ethical best practice.
"I also support this initiative because it focuses on the people working in our wine industry, especially the farm workers of the wine industry. This initiative will recognize the good work already being done by a variety of role-players who are dedicated to improving the livelihoods and working conditions of our farm workers. At the same time, it will acknowledge all those wine farmers who have been ethical producers."
For more information, go to www.wieta.org.za.
