Erasmus University Workshop Confronts Inequality in Global Value Chains: How Conscious Consumers Can Uplift Smallholder Farmers
Rotterdam, 9 May 2025 — Ambassador Sheikh Mohammed Belal, Managing Director of the Common Fund for Commodities (CFC), led a thought-provoking workshop with master’s students at Erasmus University Rotterdam, challenging future economists to rethink global value chains—starting with the unseen struggles of smallholder farmers.
The session highlighted the harsh realities at the farmgate level, where the producers of coffee, cocoa, rice, and other staples earn a pittance compared to the final retail price. Ambassador Belal underscored the moral imperative to address this disparity, stating:
“Smallholder farmers feed the world, yet they remain trapped in poverty. This isn’t just a market failure—it’s a moral crisis. Every time we enjoy a cup of coffee or a bar of chocolate, we must ask: Who grew this? Were they paid fairly?”
Lessons from the Netherlands: A Catalyst for Tech-Driven Change
Ambassador Belal shared how his experience in the Netherlands—a global leader in innovation and sustainable solutions—inspired CFC’s technology-enabled transformation. "The Dutch approach to agricultural efficiency, digital finance, and supply chain transparency opened my eyes to what's possible," he said. Noting that Dutch businesses own and manage a significant portion of CFC’s global portfolio, he called on the Netherlands to leverage its innovative spirit to help modernize value chains worldwide. "If any nation can pioneer ethical, tech-driven trade, it’s this one," he added.
Students Rally Behind Fairer Trade: "Let Us Thank Farmers Directly"
The attending students voiced strong support for reimagining value chains to ensure fairness for both producers and consumers. Many expressed enthusiasm for digital tipping and other mechanisms that would allow them, as consumers, to directly reward farmers for their labor.
"Why shouldn’t we have the option to say ‘thank you’ to the people who grow our food?" asked one participant. Others discussed how brands could integrate farmer transparency into pricing, giving shoppers the choice to contribute voluntarily. The group exchanged ideas on living wages, blockchain traceability, and cooperative ownership models, exploring how commodities can work for all—not just corporations.
A New Idea: Digital Tipping—Putting Power Back in Producers’ Hands
The concept of digital tipping—where consumers send micro-payments directly to farmers via secure platforms—resonated deeply. Students saw it as a way to bypass exploitative middlemen and create a tangible connection between producers and consumers.
“Imagine if every purchase came with an option to tip the farmer directly,” said Ambassador Belal. “This could redefine fairness in trade—one transaction at a time.”
Until we have this option, please keep asking the brands and also make it a habit to ask for the origin of the coffee, cocoa, cashew etc they buy.
A Call to Action: Join the Movement
Ambassador Belal closed with a direct appeal to the students: "CFC is recruiting young talent committed to eradicating poverty through innovation. Watch for our opportunities—your skills could help transform millions of lives." He urged them to become architects of inclusive trade, blending Dutch ingenuity with global solidarity.
Why This Matters for All of Us
The message was clear: Every consumer has a role in reshaping value chains. By demanding transparency, supporting fair-trade initiatives, and embracing innovations like digital tipping, we can help dismantle an unjust system—one purchase at a time.
For media inquiries or student engagement opportunities, contact:
[CFC Media Relations Team]
[Email: managing.director@common-fund.org]
[Phone: +31 20 575 4949]