Report comment

Sir, Kevin Hawkins correctly observes the recent performance difference between organic and Fairtrade certified product sectors, yet his final throwaway comment ‘it all comes down to plain old marketing in the end’ indicates a simplistic analysis that has missed the underlying consumer concern.
New-wave organic ‘me’ consumers, unconcerned by the long-term environmental benefits that convinced earlier pioneers, rightly joined the organic trail as a convenient one-stop solution for a healthier diet.
Now, in the downturn, they turn to cheaper products, relying on unsubstantiated manufacturer health claims that, unlike organic certification, have no independent third party assurance.
On the other hand, public suspicion of corporate greed and lack of accountability is deepening. CSR research has confirmed this ever widening gap between perception and practice.
This is clearly an opportunity for any business that actually walks the walk as opposed to relying on deep pockets and clever marketing.
Many marginalised small farmers invested in organic and Fairtrade certification as a safer yet more secure market access option. They are now concerned that supermarkets will look for cheaper, less sustainable options and drop their products in favour of other suppliers. I hope multiple distributors don’t undermine their commitment to the long-term Fairtrade standard.
Andy Good MD, Equal Exchange
[First published on letters page of The Grocer, 11 April 2009]