FTA officially announced that the association will change its corporate name to ‘Amfori’ as of January 2018. Director General Christian Ewert made this announcement during the FTA 40th anniversary conference on 15 June, where over 400 industry players discussed ways to unleash opportunity for businesses and people globally through responsible trade.
The new name will align the identity of the organisation with its new strategic vision for the future, Vision 2030, and is directly inspired by the amphora, ancient container used by traders to ship staples around the world. They symbolise the pioneer spirit of early global traders and that trade is timeless, essential to our past, present and future.
Along with the new brand identity, Amfori will embody this strategy to clearly communicate the purpose of the association: to contribute to a world where all trade delivers social, environmental and economic benefits for everyone. “Amfori’s mission is to enable organisations to enhance human prosperity, use of natural resources responsibly and drive open trade globally. This is what we call ‘Trade with Purpose’”, said Mr Ewert.