Barbara Crowther, Fairtrade Foundation's Director of Policy & Public Affairs responds to a Judicial Review that upholds the Advertising Standards Authority (ASA) decision to dismiss a complaint from Sainsbury’s about Tesco’s Price Promise advertising campaign.
“The Fairtrade Foundation is disappointed that the judge has failed to acknowledge the principle at the heart of Sainsbury’s complaint to the ASA: that products like bananas and teabags are not all created in an equal way, so comparing them as if they are like-for-like, without taking their quality, provenance or ethics including Fairtrade into account, is not telling consumers the whole story.
“Research, commissioned by the Fairtrade Foundation earlier this year, shows that UK shoppers place a higher value on goods that have been produced in a sustainable way – for example, 84% of people say they are willing to pay more for their bananas if the farmers and workers who grew them earn extra, as they do with Fairtrade. So price-comparing two products - one that is Fairtrade, one that is not – is no more helpful to consumers than comparing apples and pears.”
 ICM online omnibus: nationally representative sample of 2,000 GB adults aged 18+, 31 Jan – 2 Feb 2014