For the first time in the UK, two wines under the popular and established NAMAQUA Reserve brand are converting to Fairtrade, in collaboration with a leading retailer.
NAMAQUA Reserve’s transition to Fairtrade is a groundbreaking move for the popular brand – one of South Africa's top five wine brands in the UK – becoming the first non-own-label brand to switch to Fairtrade. This move into the mainstream further strengthens the Fairtrade movement in the South African wine industry. The NAMAQUA Shiraz Cabernet Sauvignon and Chenin Blanc Chardonnay will now be certified with the FAIRTRADE Mark.
As well as guaranteeing a fair price for the grapes, the Mark means the growers in South Africa also receive an additional premium, which can be invested in training, education and health in their own communities.
Imported and distributed by South African wine specialist Raisin Social, the two NAMAQUA Reserve wines will be listed in the Co-operative. Ed Robinson, senior wine buyer at the Co-op, said: ‘This represents a step change in terms of the way that Fairtrade wine is sold and we are delighted to launch the first mainstream branded wines in the UK marketplace, to sit alongside our extensive Own Label Fairtrade offering.’
Through the Co-op’s long term commitment to the NAMAQUA Reserve Fairtrade wines, the UK Fairtrade wine market should see a 10% growth in volume sales over the next year with this brand addition.
Anna Pierides, Wine Manager at the Fairtrade Foundation, added: ‘We are delighted that such a well-known wine brand has made this commitment to Fairtrade. We want to see as many farmers and workers benefitting from Fairtrade as possible, and this unique commitment will ensure more producers will benefit from a fairer price and the additional Fairtrade Premium. This move builds on a growing Fairtrade wine market, increasing in both size and quality’.
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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.
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.
The two NAMAQUA Reserve wines bearing the Fairtrade mark will be available for purchase in the Co-op from 4th June; RRP £7.12.