Fairtrade has moved firmly into the mainstream with annual sales now topping £100m.
The mark is now on more than 250 products from over 100 companies and represents 4% of all banana sales in the UK, 18% of the UK roast and ground coffee market and 3% of overall coffee sales.
At the launch of Fairtrade Fortnight, which celebrated the tenth anniversary of the ethical labelling organisation, Fairtrade Foundation executive director Harriet Lamb said Fairtrade, backed by a vibrant social movement of people throughout the country, was now “bedding into the mainstream”.
The retail value of products with the Fairtrade Mark in 2003 topped £92m, up 46% from £63m in 2002, and towards the end of last year shoppers were spending more than £2m a week on Fairtrade products, said Lamb. Growth was also being achieved in stagnant categories with minimum marketing spend, she added.
Sylvie Barr, head of marketing at Cafédirect, which was one of the first three products to receive the Fairtrade Mark in 1994, said there was more scope for Fairtrade to grow. “All of Cafédirect’s hot beverage brands are growing in excess of 30% year-on-year and Cafédirect is now the sixth largest coffee brand in the UK.
“We’ve demonstrated that Fairtrade is a viable business model. You can make profit and have ethics,” added Barr.
Minister for international development Hilary Benn said food retailers had played an important role in the success of Fairtrade.
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