Retailers and brands sign up for the Great British Fairness Debate campaign
Retailers, out-of-home outlets, coffee roasters and contract caterers have signed up to take part in the Fairtrade Foundation’s autumn consumer campaign, ‘The Great British Fairness Debate’, which will run for two weeks from 29 September – 12 October, 2014.
Encouraging the British public to consider and debate the concept of personal fairness, the campaign will drive consumers to an online hub where they can take a ‘Great British Fairness Test’, watch filmed ‘fairness experiments’ staged at a pop-up coffee cart, and learn how buying Fairtrade products helps farmers and workers in the developing world to get a fairer deal.
The aim of the ‘Great British Fairness Debate’ is to encourage consumers to increase how often they buy Fairtrade, so that greater impact can be delivered for the 1.4m farmers and workers who benefit from the Fairtrade system.
Confirmed campaign partners so far include Sainsbury’s, Waitrose, The Cooperative, Cafédirect, Matthew Algie, AMT Coffee Ltd, Compass Group UK & Ireland, Percol, Cafeology, People Tree and Peros. Point of sale materials including posters, table talkers and window stickers are expected to be on display in more than 2,500 cafés, retail stores, workplaces and universities during the campaign.
Ashish Deo, Fairtrade Foundation’s Commercial Director, said: “The ‘Great British Fairness Debate’ provides the Fairtrade Foundation’s committed business partners with an engaging way to encourage their existing and new customers to consciously and regularly buy Fairtrade products.”
Fairtrade provides independent certification that economic, social and environmental standards have been met and that producers have been paid a fairer, stable price. Fairtrade farmers also earn a Fairtrade premium, which is invested in product quality and projects that will benefit their community.
Sales of Fairtrade products reached £1.78bn in 2013 and consumer awareness of the FAIRTRADE Mark is high, with 78% recognition among UK consumers.
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For more information please contact Nicola Frame, Media & PR Manager, on 0207 440 8597.
Notes to Editors
The Fairtrade Foundation is an independent certification body which licenses the use of the FAIRTRADE Mark on products which meet international Fairtrade standards. This independent consumer label appears on products to show that disadvantaged producers are getting a better deal from trade. Today, more than 1.3 million people – farmers and workers – across more than 70 developing countries benefit from the international Fairtrade system.
Over 4,500 products have been licensed to carry the FAIRTRADE Mark including coffee, tea, herbal teas, chocolate, cocoa, sugar, bananas, grapes, pineapples, mangoes, avocados, apples, pears, plums, grapefruit, lemons, oranges, satsumas, clementines, mandarins, lychees, coconuts, dried fruit, juices, smoothies, biscuits, cakes & snacks, honey, jams & preserves, chutney & sauces, rice, quinoa, herbs & spices, seeds, nuts & nut oil, wines, beers, rum, confectionary, muesli, cereal bars, yoghurt, ice-cream, flowers, sports balls, sugar body scrub and cotton products including clothing, homeware, cloth toys, cotton wool, olive oil, gold, silver and platinum.
Public awareness of the FAIRTRADE Mark continues to be high in 2013, at a level of 77%.
Estimated retail sales of Fairtrade products in 2013 reached £1.78 billion, a 14% increase on sales of £1.53 billion in 2012.