>>major ethical offerings and how they have been doing

Brand: Tesco own label

Launched: March 2004

Brand proposition: 15 product range including orange juice, cookes, coffee, tea, chocolate and South African Wine, Also fresh produce, such as bananas, plums, grapes, apples oranges and lemons. And flowers. Will take the total number of Fairtrade products in Tesco to 60

Target: Expects to sell more than 12 million Kenyan roses in the first year

Brand: Ben & Jerry’s

Launched: Founded in 1978

Brand proposition: Synonymous with media campaigns for social causes. Some got negative press coverage e.g. Founder Ben Cohen’s crusade to ‘Free Mumia Jamal’ - a Philadelphia taxi driver accused of shooting a police officer in 1981. Ethical campaigning less radical since Unilever bought it

Performance: 2003 group pre-tax profit was up 21% to €4.8bn with sales down 2% at €47.7bn

Brand: Mecca-Cola

Launched: Set to launch in the UK in 2004

Brand proposition: Mecca-Cola’s claim to being “ethical” is based on the intention of founder Tawfik Mathlouthi to make the cola the soft drink of choice for Muslims worldwide. Slogan: ‘No more drinking stupid, drink with commitment’ 10% of profits go to Palestinian charities

Performance: 50 million litres a month mostly in the Middle East. 800,000 litres in France

Brand: Green & Black’s

Launched: 1991

Brand proposition: This is the pioneer in fair trade chocolate. Maya Gold Bar was the first product to win the Fairtrade mark from the Fairtrade Foundation 10 years ago

Performance: The company recently secured £225,000 grant from the UK Department for International Development. Average growth of 40% per annum with sales of £20m annually

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