A move to align fair trade with the organic movement was mooted this week as the Fairtrade Foundation's leader suggested benefits would be felt both sides.

Harriet Lamb, executive director of the foundation, claimed there was evidence that a combined effort would appeal to consumers.

Some 60% of Fairtrade products were also organic, she said, and added that often farmers who get more money from the Fairtrade scheme then used that money to go organic. "We do encourage farmers to go organic already, because of a shared vision for a better world, but also because they get more of a premium."

However, she dismissed the idea of a unified label for all things ethical.

"An 'uber-label' is not the way forward, because that will just confuse people and overclaiming can lead to cynicism."