Ubuntoo Powers new WFTO Sustainability Platform with AI

The World Fair Trade Organisation launches a new business sustainability platform, powered by Ubuntoo’s AI LLM to reduce global environmental impact

World Fair Trade Organization (WFTO) is piloting a new digital sustainability platform powered by Ubuntoo AI.

The WFTO Environmental Solutions Hub was unveiled in Nairobi, Kenya, at the United Nations Environment Assembly (UNEA-6) and is being developed to provide sustainable solutions for members, fair trade businesses and other small and medium-sized enterprises (SMEs) working to reduce their environmental impact.

By creating this space, WFTO and Ubuntoo seek to enhance networking opportunities, facilitate targeted collaborations and strengthen the collective positive impact of fair and green SMEs worldwide. The partnership also attests to how AI can be used to enhance business sustainability.

Forming partnerships to enhance sustainability

Ubuntoo is using its database and collective intelligence to accelerate business sustainability transformation for hundreds of fair trade enterprises.

This platform will enable WFTO members to more easily search for other organisations based on specific solutions or geographical locations, leading to meaningful partnerships and knowledge sharing within the community. 

Established in 1989, WFTO is the global community and verifier of enterprises that fully practise the 10 Fair Trade Principles. Consisting of SMEs, they stand as a collective of change-makers who pride themselves on being vital advocates for a more equitable and sustainable world.

The new platform is also open for members of SEED and the Green Economy Coalition, as they also advocate for sustainable development and strengthening SMEs. The global partnership will work directly with growing businesses and aspiring entrepreneurs to support eco-inclusive business.

“The WFTO Member Hub has created a vital space for collaboration and knowledge sharing for the Fair Trade Enterprises. The platform goes beyond the networking only, but also provides very concrete answers on practical questions,” says Leida Rijnhout, CEO of the World Fair Trade Organization.

“Providing our members around the globe with the information to develop a sustainable model of business is a monumental task when considering the nuances of each region and the varying solutions on offer. By harnessing the power of Ubuntoo, our members can trust in the tailored information and solutions that are instantly presented after each search in their own language, helping to streamline the change many are working towards.”

Ubuntoo AI powering ESG strategy

Ubuntoo’s AI engine uses a combination of large language models (LLMs) and a curated database of solutions and intelligence. With the data having been collected for more than five years, the platform aims to provide organisations and institutions with the relevant information needed to reduce their environmental impact at a lesser cost of a traditional consultancy.

Introduced towards the end of 2023, the organisation’s new AI platform has been dubbed the ‘Green ChatGPT’ by its founders, stating that the AI can be used to provide a range of real-time solutions to help companies make good on their ESG strategies.

Speaking at the time, Peter Schelstraete, Co-Founder of Ubuntoo, said: “As global environmental legislation tightens, and consumers grow more environmentally conscious, businesses are full of ambition to be part of the solution.

“However, even for the most ambitious companies, it remains very hard to implement an ESG strategy. With Ubuntoo AI, we are leveraging AI and human expertise to provide better access to environmental solutions.”

Through this partnership, Ubuntoo aims to solidify its pledge to integrate fair trade principles into its operations and a commitment to fuelling systemic change.


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