Fairminds believes that Fairtrade products are interesting for young adults. With events like a cooking competition they aim to create awareness for Fairtrade products. The event was presented by tv-cook Ramon Beuk and supported by a panel consisting of Estée Strooker (winner Masterchef and restaurant owner), Alain Caron (celebrity cook and Masterchef jury member) and Prins van den Bergh (tv-chef 24Kitchen).
Fairminds is initiated by Wereldwinkels and sponsored by the Ministry of Foreign Affairs and the National Lottery. Story Collective was asked to produce an event-video to cover the finals of the competition.