Recognition of The FAIRTRADE Mark Soars

A MORI poll commissioned by the Fairtrade Foundation to coincide with World Fair Trade Day (17th May 2003), has revealed that 1 in 4 of the UK population – 25% - recognises the FAIRTRADE Mark. Significantly, a third of the population now correctly associate the FAIRTRADE Mark with the strapline ‘Guarantees a better deal for Third World Producers’. This compares to 20% recognition and 24% association in a MORI poll carried out in the same month in 2002.

Launched in October 2002, the new international FAIRTRADE Mark – the symbol of a cheering person - indicates the people, both consumers and producers, behind Fairtrade. Representing the same rigorous set of standards, the new FAIRTRADE Mark replaces the original Fairtrade Mark with the interlocking ‘F’. Until the end of 2003, the new and original Marks will run concurrently.

The first Fairtrade product, Green and Black’s Maya Gold chocolate, appeared on shop shelves in 1994 in the UK. Now foods carrying the FAIRTRADE Mark are sold in 17 countries through 235 traders and 452 companies and are sourced from 360 producer groups in 40 countries, representing 4.5 million growers and their families.

"People do look for the reassurance that the producers in developing countries get a better deal – and the FAIRTRADE Mark gives them that," says Harriet Lamb, Executive Director of the Fairtrade Foundation. "Which is why, in line with rising awareness of the Mark, sales of all those delicious Fairtrade foods and drinks are going through the roof with a 90% increase in the past two years alone. It’s great news for Fairtrade farmers".

The MORI poll results come as sales of Fairtrade foods have more than doubled over the past three years. Fairtrade brands now account for 14% of the total UK roast and ground coffee market. Stocked by most major supermarkets, Fairtrade foods have become more visible in recent years, with high street chains such as Costa Coffee, Starbucks and Pret A Manger offering a Fairtrade option. Riding high on this visibility, the Fairtrade Foundation and the international umbrella organisation it helped found have also won the King Baudouin International Prize for Development. This is in recognition for their pioneering role in giving disadvantaged producers and workers in the developing world an opportunity to participate directly in international trade at Fairtrade conditions.

For more information, contact The Fairtrade Foundation Press Office on 020 7405 5942 or mobile 07770 957 451 – or see www.fairtrade.org.uk.

Notes to Editors

• World Fair Trade Day is organised by IFAT (International Federation for Alternative Trade). For a list of events that are taking place around the world, visit www.ifat.org/dwr/forthcoming
• Fairtrade is a trading partnership that seeks greater equity in international trade by offering better trading conditions to, and securing the rights of, marginalised farmers and workers in the developing world. Inspection and audit ensures the producers meet the Fairtrade standards of a democratic and participative structure where Fairtrade premiums are used to improve social conditions or the economic infrastructure. 
• More than 130 retail products now carry the FAIRTRADE Mark, including coffee, tea, cocoa, chocolate, snacks and biscuits, sugar, honey, fruit juice and fresh fruit. Fairtrade products are also offered by more than 25 catering suppliers nation wide. 
• The British public drink 1.7 million cups of Fairtrade tea, coffee and cocoa each day and eat 1.5 million Fairtrade bananas a week. Sales of Fairtrade foods have more than doubled over the past three years and Fairtrade brands now account for 14% of the total UK roast and ground coffee market. In 2002 the retail value of Fairtrade food sales in the UK reached £63 million.
• The Fairtrade Foundation certifies and promotes Fairtrade. It was set up in the early 1990s by agencies including Cafod, Christian Aid, Oxfam, Traidcraft Exchange and the World Development Movement to respond to the human consequences of collapsing world commodity prices. The first FAIRTRADE Mark product, Green and Black’s Maya Gold Chocolate, appeared on supermarket shelves in 1994; Cafédirect Coffee and Clipper Tea followed soon after.
• Fairtrade products have won a number of awards for quality. These include: a Q award at the Quality Food & Drink Awards 2002 for Sainsbury’s own-label Fairtrade Tea; Best Organic Coffee for Percol Guatemala Fairtrade Ground Coffee at the Soil Association Organic Food Awards 2002; and in the first Bolivian coffee cupping competition, three of the ten finalists were Fairtrade registered producer groups.

The FAIRTRADE Mark is available on the following retail products:

• AgroFair Fairtrade Bananas, Mangoes and Pineapples
• Brian Wogan Fairtrade Ground Coffee
• Cafédirect 5065, Organic Decaffeinated Freeze Dried and Fresh Ground Coffees
• Cocodirect Drinking Chocolate
• Co-op Own Brand Fair Trade Coffee, Instant Coffee Granules, Chocolate Bars, Bananas, Mangoes and Chocolate Cake
• Clipper Fairtrade Teas
• Cotswold Fairtrade Honeys
• The Day Chocolate Company’s Divine Milk Chocolate, Darkly Divine Plain Chocolate, Divine Milk Chocolate with Hazelnuts, Divine White Chocolate and Dubble Milk Chocolate Crispy Crunch Bar
• Equal Exchange Organic Coffees, Teas, Cocoa, Chocolate Brazil Nuts, Honey and Sugar
• Essential Fairtrade Coffees
• Fairtrade Bananas (Co-op, Sainsbury’s, Safeway, Asda, Tesco, Somerfield, Budgens, Morrisons, Waitrose)
• Fruit Passion Orange, Breakfast and Tropical Juice
• Green & Black's Maya Gold and Cocoa
• Hampstead Tea & Coffee Company Teas
• Johnsons Costa Rica Blend Coffee
• Morrisons Own Brand Fairtrade Tea
• Oxfam Organic Cocoa and Fair Trade Chocolates
• Percol Fairtrade Coffees
• Pret A Manger Fairtrade Filter Coffee
• Rombouts Fairtrade Coffees
• Sainsbury's Own Brand Fairtrade Tea, Coffee, Bananas, Chocolate and Drinking Chocolate
• Starbucks Own Brand Fairtrade Coffee and Fairtrade Coffee Beans
• Suma Fairtrade Teas and Coffees
• Teadirect Tea, Organic Earl Grey Tea, Organic Green Tea with Lemon Grass or Cinnamon
• Themis Fairtrade Teas
• Traidcraft Geobars, Teas, Coffees, Organic Chocolate bars, Chocolate Beans, Chocolate Brazil Nuts, Chocolate Ginger, Chocolate Honeycomb, Chocolate Peanuts, Chocolate Raisins, Chocolate Mini Eggs, Sugar and Cookies
• Tropical Wholefoods Fairtrade Snack Bars
• Union Coffee Roasters Fairtrade Coffee
• Village Bakery Organic Christmas Pudding, Christmas Cake, Brandy Butter Shortbread, Fireside Cookies

Fairtrade products are also offered by more than 30 catering suppliers nation wide. For more information visit www.fairtrade.org.uk/suppliers_caterers.htm