The Foundation is in talks with the double act best known for its Parliamentary Waffle House in Carnaby Street over constructing a five-storey pyramid at the Big Chill Festival in August. Each level would contain the aroma of a different Fairtrade fruit, according to business development manager Mark Varney, who stressed the idea was still in its infancy.
The initiative is part of the Foundation's first-ever dedicated Fairtrade Fresh Fruit campaign, which kicks off this summer with online and social media consumer activity. "We are trying to think about putting a focus on specific categories and consumer groups, particularly kids."
The Fairtrade Foundation wanted 50% of all bananas sold in the UK to be Fairtrade by 2012, up from the current 30%-35%, said Varney. It would also look to boost certification for citrus and grapes, he added. Plans are also afoot to broaden the range of products generally. This week the first Fairtrade veg Kenyan green beans went on sale in M&S and Sainsbury's. Sweet potatoes from Costa Rica could follow soon, supplied by Asproagroin.
Getting consumers interested in Fairtrade from a young age was key to growth, according to executive director Harriet Lamb. "The public are very decent and open and interested to hear about these products," she told last week's Re:fresh conference. "I don't think people have issue fatigue."