The sales mean Sainsbury's met its target of selling one million more Fairtrade bananas than it did during last year's Fairtrade Fortnight, when it sold 25 million. Overall, the 26 million bananas sold by Sainsbury's generated £149,000 in premiums for Fairtrade producers.
During Fairtrade Fortnight, Sainsbury's which only sells bananas that are Fairtrade-certified ran a campaign calling on its customers to eat more of them. "We are proud to be the world's largest Fairtrade retailer and that is why we intend to increase sales of Fairtrade products in our stores to £500m by 2015," said Sainsbury's CEO Justin King.
Fairtrade Fortnight ran from 28 February to 14 March, under the slogan 'Show Off Your Label'.