Over 40 leading UK retailers and brands are urging their sectors to commit to sourcing on Fairtrade terms.
The business coalition represents a united push to improve the lives of millions of farmers and workers who grow the food on British shelves.
The group, which includes Ben & Jerry’s, Clipper, Co-op, Greggs, M&S, Sainsbury’s, Tate & Lyle Sugars and others, has called for an increase in Fairtrade sales of everyday essentials like bananas, cocoa, coffee and tea.
It comes as the Fairtrade Foundation marks its annual Fairtrade Fortnight campaign ‘Do it Fair’. The push encourages businesses, MPs and consumers to choose products that support farmers through Fairtrade’s minimum price guarantee, premium payments, rigorous standards and programmes.
“We all deserve the ability to live safe, fulfilling lives and look after our families,” said Kerrina Thorogood, director of partnerships at the Fairtrade Foundation. “In the UK, as consumers and business leaders, we have real power and influence to change the way our goods are produced and traded in partnership with farmers and workers.”
Research from Kantar has revealed that UK consumers want businesses to step up (81%), with one in five saying businesses should take full responsibility for fair and sustainable practices in their supply chains.
Alongside this, the Fairtrade Foundation has launched a new campaign, ‘Brew It Fair’, which focuses on the tea industry.
A study released to coincide with the start of the fortnight has revealed that 86% of shoppers want transparency about where tea and other products they buy come from.
The research, carried out by Kantar, showed consumers want brands to be upfront about sourcing and more than half (55%) think businesses should take a ‘large amount’ or ‘full responsibility’ for protecting the human rights of workers in their supply chains.
It added that many tea companies are not telling the full story, leaving shoppers in the dark and making it harder to make a more ethical choice.
The survey also revealed 75% of the British public think it’s important that tea brands provide clear information about prices paid to producers, to inform purchase decisions, and most believe this would influence their choice of Fairtrade tea.
Only 10% of tea sold in the UK is Fairtrade but 75% of UK adults believe their shopping habits are the most meaningful way to help build a fairer world.
“We’re working towards systemic transformation in the tea industry by 2027,” said Marie Rumsby, director of advocacy and communications at the Fairtrade Foundation. “Public support is growing and these figures show that consumers want action from all stakeholders involved. It’s time to challenge industry myths and scale up change for the people behind our tea, with UK brands and retailers as pivotal partners.”
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