JTS Becomes True Origin - What's This All About?

Angus Coull • August 8, 2023

Learn More About The True Origin Brand

Our aim is to have True Impact at Origin through food. The idea of connection and togetherness is key to our ethos, as smallholder farmers and producers are at the heart of True Origin. It’s in our name, we’re true to the product’s origin by providing sustainable incomes. This enables farmers to invest in equipment, education, infrastructure and environmental protection. This strong connection to the producers has been built into the brand’s visual language through the use of the 'TO' symbol and pattern. Created from the True Origin initials, this interwoven symbol represents the connection, togetherness and unity values of True Origin. The line-work as a textural quality, that of twine or thread.

Social Fabric is the relationships and connections we make with one another; making us all a part of the common thread of society as a whole. This is a lovely metaphor for the connections True Origin forms with its community. The True Origin social fabric not only includes the farming community but also the consumers across the United Kingdom who make the choice to use their money to support fairly traded products.

The name True Origin came from the core value of the brand, honesty, as well as a desire to restore the balance and equality to make a fairer world for our producers. Our ultimate goal is to have true impact at origin.

TRUE

1. IN ACCORDANCE WITH FACT OR REALITY.

Rightly or strictly so called; genuine.

2. ACCURATE OR EXACT.

Correctly positioned, balanced, or aligned.

3. LOYAL OR FAITHFUL.

Honest, of true character.

ORIGIN

1. POINT OR PLACE WHERE SOMETHING BEGINS.

Arises or is derived; source.

2. A PERSON’S SOCIAL BACKGROUND.

Ancestry or parentage; birth.

TRUE ORIGIN WORDMARK

The True Origin wordmark is simple, contemporary and impactful. The “O” is divided into two halves representing the unity between True Origin and our community of producers. The strong horizontal line through the centre of the wordmark works as a level line signifying the balance and equality that True Origin is striving to achieve.

PATTERN

By taking the True Origin symbol and repeating it we get this impactful and iconic pattern, demonstrating the strength that comes with unity. Similar to what you might expect from traditional African fabrics or artwork, it nicely nods to our producer countries. This graphic is used on our packaging to link our products together.

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Six New Prestigious Great Taste Awards for True Origin Products

By Angus Coull • July 28, 2026

Official recognition for our great tasting fair & fine food products

A woman standing at church fair trade stall with lots of delicious fair trade products available

How to Run a True Origin Fair Trade Stall at Your Church

By Nicola Taylor • July 3, 2026

A Fair Trade stall is about so much more than selling tea, coffee and chocolate. Every purchase supports smallholder farmers and producers who are working incredibly hard to build sustainable livelihoods in the face of climate change, rising fuel costs and an unpredictable global market. For many of the communities we work with, having reliable customers is essential. By running a True Origin stall at your church, you become part of that support network, helping to create regular demand for products that often aren't available in supermarkets or high street shops. Whether your church is passionate about global justice, caring for creation or simply making a practical difference, a Fair Trade stall is a simple but powerful way to turn those values into action. Start Small You don't need a huge team or a large budget to get started. Begin by talking with your church leaders about the idea. Many churches are happy to provide a small loan or donation to purchase initial stock, particularly if it can be repaid gradually as sales grow. Remember that most of the income from a stall is best reinvested into buying more stock rather than raising money for church funds. This helps keep the stall sustainable and ensures producers continue to receive orders. If you're new to running a stall, don't worry, you won't be on your own. The True Origin team and experienced Fair Traders are always happy to share advice and practical tips.