The Co-operative Food has launched an online platform that will enable its members and shoppers to interact directly with Fairtrade producers.
The website will allow consumers to contact farmers and workers to hear Fairtrade’s impact on them and their communities.
Seventeen producer organisations from nine different countries will be taking part in the online conversation.
“We are delighted to be part of this new Fairtrade community project,” said coffee producer BasilioChales, from Todosanterita coffee co-operative in Guatemala. “This is a great opportunity to talk to the people who enjoy and appreciate our product, and to tell Co-op customers about the impact Fairtrade has had on our community.”
The Co-op is also encouraging social media users to share messages and photos through Facebook and Twitter to help build the online community.
For every “share” posted to the website, The Co-op will add £1 to a fund to invest in future community projects.
“Having got to know so many producers over our 20-year partnership with Fairtrade and as a business firmly rooted in communities across the UK, we are bringing the two together,” said Brad Hill, the Co-op’s Fairtrade strategic development manager.
“Our members and customers have returned over £30m in Fairtrade premiums and now they can hear directly just what that means at an individual and community level.”