MORI Poll Shows Leap In Public Recognition of FAIRTRADE Mark

Two in five of the British adult population now recognize the FAIRTRADE Mark, soaring from one in four in 2003, according to a MORI (Market and Opinion Research International) poll commissioned by the Fairtrade Foundation in March 2004. The level of awareness of what the Mark stands for has also leapt upwards.

Recognition of the FAIRTRADE Mark increased to 39% in 2004 – up from 25% in 2003 – and the percentage of people able to correctly associate the Mark with the definition “guarantees a better deal for third world producers” increased to 42% in 2004 – up from 33% in 2003.

With a rise of 14 points, this constitutes the most dramatic year-on-year increase in public recognition and understanding of the Mark in its 10-year history. According to MORI, a 3% rise relating to awareness in a poll of this size is regarded as ‘statistically significant’.

The Fairtrade Foundation in particular welcomes MORI’s findings that some 63% of people who recognize the Mark say they have subsequently bought Fairtrade products and 86% of people who buy Fairtrade products say the Mark is ‘fairly important’ or ‘very important’ to them.

“We are delighted that the poll shows the strength of consumer confidence in the FAIRTRADE Mark which is the only independent guarantee that producers receive a better deal,” says Harriet Lamb, executive director of the Fairtrade Foundation. “Shoppers clearly like the assurance of independent certification and monitoring that the FAIRTRADE Mark alone provides. The rapidly rising sales prove that consumers are ready to put their money where their mouth is, and to play their part in creating a fairer world.”

Retail sales of products with the FAIRTRADE Mark for 2003 were worth an estimated £92m, 46% up on 2002 when £63m was spent by UK shoppers. At the beginning of 2004, shoppers were spending over £2m per week at the checkout on products with the FAIRTRADE Mark, compared with the £2.7m spent in the whole of 1994.

While recognition of the FAIRTRADE Mark is still highest among women (42% compared with 35% of men) and people in the age group 45-54 (47%) and among social classes AB (54%). While recognition is still weakest among younger people and people on lower incomes, the MORI results show that Fairtrade is now having greater success than before in penetrating these markets.

“There is now a tide of public opinion backing Fairtrade certified products,” says Ms Lamb. “The FAIRTRADE Mark was launched 10 years ago precisely to give consumers the crucial assurance of an independent guarantee and avoid a plethora of confusing claims by companies. The public clearly want Fairtrade and they want it independently certified.”

To use the Mark on a product, companies must:

• source from producer organisations that have been inspected and certified against international Fairtrade standards
• pay a price to producers that covers the costs of sustainable production and living
• pay a premium for producers to invest in business development or social projects

Companies meeting these standards can obtain a licence to use the FAIRTRADE Mark on specific products in the UK by signing a trading agreement with the Fairtrade Foundation. The Foundation monitors the licensee companies to ensure that they observe these terms for any product labelled as Fairtrade.

The Fairtrade Foundation attributes much of the increase in awareness shown in this year’s MORI poll to the Foundation’s successful promotion of Fairtrade with consumers, and the significant take-up among companies and retailers. There are now over 250 products available from 112 companies.

Globally, Fairtrade produce is sourced from 370 producer organizations in 45 countries, representing approximately 800,000 farmers and workers. Fairtrade is benefiting nearly 5 million people, including family dependants.

For further information please contact:
Eileen Maybin on 020 7440 7686, mobile 07770 957451 (eileen.maybin@fairtrade.org.uk )
or Abi Murray on 020 7440 7679 (abi.murray@fairtrade.org.uk )

• The MORI survey is an annual survey commissioned by the Fairtrade Foundation. The 2004 survey involved a nationally representative sample of 2,050 British adults (15+) interviewed face to face in their homes by MORI between 25 and 30 March 2004. All data have been weighed to the known profile of the British population.
• UK shoppers can now choose from over 250 products from over 112 companies, including coffee, tea, cocoa, chocolate, snacks and biscuits, sugar, honey, fruit juice and fresh fruit. More than 300 catering suppliers nationwide also offer Fairtrade products.
• This year’s annual campaign, Fairtrade Fortnight (1-14 March 2004), was bigger than ever with 7,500 events taking place around the UK. There was widespread activity in supermarkets and in high street coffee chains - with supporters organising taste tests of Fairtrade foods.
• Fairtrade roses, the first ever non-food Fairtrade product in the UK, were launched for Fairtrade Fortnight 2004.
• Fairtrade now has 18% of the UK roast & ground coffee market, and over 3% of overall coffee sales.
• Fairtrade now has 4% of the total UK banana market.
• Sales increases in the UK, by retail value, in the four years from 2000-2003 were: coffee 121%, tea 86%, chocolate 188%, and bananas 206%.
• Earlier this week, Oxfam announced plans to open 20 coffee bars within three years, serving Fairtrade products.
• The 18 member countries of Fairtrade Labelling Organisations International include Canada, Japan, the US, as well as the UK and other European countries. The coordinating office is in Bonn.