The origin story
A mine in Peru
Patrick Struebi never set out to build a social enterprise.
Everything changed during a visit to a remote mine in Peru, where he realized he was contributing to a system that made the rich richer and the poor poorer.
That moment changed the direction of his life.
Mexico
Soon afterward, he left behind a successful corporate career and set off for Mexico with no plan, no job, and no roadmap.
There, he encountered smallholder avocado farmers living in poverty despite producing one of the world’s most valuable crops. He couldn’t accept the injustice of that contradiction.
Although he knew neither the country, the language, the culture, nor the agricultural sector, he chose to act.
Across Latin America
That single decision led him to found Fairtrasa and pioneer the world’s first Fairtrade avocado supply chain.
What followed became an extraordinary journey across Latin America—one that tested every conviction he held and changed him in ways he never expected.
What began with one decision grew into a social enterprise that has helped tens of thousands of smallholder farmers build pathways out of poverty.
But this isn’t the story of Fairtrasa.
It’s proof that extraordinary journeys often begin with one ordinary decision.
