In October 2025, the FairPlay movement celebrated nine years of advocacy against predatory trade practices such as dumping, and its ongoing fight to protect the jobs and livelihoods of workers and communities affected by these practices. In collaboration with SAPA (SA Poultry Association) it was successful in having anti-dumping duties introduced on imports from Brazil, USA and European countries dumping chicken in SA.

Founded in 2016, FairPlay emerged in response to a surge in dumped chicken imports that threatened the South African poultry industry and placed thousands of jobs at risk. FairPlay is a non-profit movement that supports free trade and the rule of law, while advocating for an end to illegal and unethical dumping practices—both in South Africa and globally. Dumping destroys jobs, particularly in already economically vulnerable areas, while intermediaries profit disproportionately.

In South Africa, FairPlay has partnered with the poultry and sugar industries, both of which have faced significant pressure from dumped imports and periods of government inaction. Today, both sectors are supported by government-led master plans aimed at curbing unfair imports and stimulating local production and job creation.

FairPlay has established itself as a credible and influential voice against dumping, championing fair trade and advocating for the protection of vulnerable communities. The organisation maintains an active presence across traditional and social media platforms.

Our advocacy has included public demonstrations alongside retrenched poultry workers and industry leaders at European Union offices in South Africa. We have also marched with sugar producers and black sugar farmers to the Department of Trade, Industry and Competition, and joined trade unions in protests against illicit trade practices.

Beyond its core focus on dumping and unfair trade, FairPlay has consistently raised awareness around critical issues such as food safety, food security, nutrition, stunted children and the potential of sugar as a renewable energy source.

Since 2018, FairPlay has campaigned for the removal of value-added tax (VAT) on chicken portions most commonly consumed by low-income households. The need for this intervention remains urgent, given rising food prices and persistent unemployment. FairPlay supports the current application for VAT-free chicken (2026), led by the South African Poultry Association and supported by industry stakeholders, including importers.

FairPlay continues to grow as a credible voice not only in South Africa, but increasingly across Africa and internationally. From cement to potatoes, more industry sectors are recognising the urgent need to confront predatory trade practices.

FairPlay remains committed to advancing this agenda—locally, regionally, and globally—through sustained, strategic, and assertive advocacy