Parfetts is rolling out a range of Fairtrade-branded products across its six depots, claiming it is responding to demand from independent retailers.
The C&C business, ranked 12th in The Grocer's Big 30 ranking of leading wholesalers, has committed to stock 12 products initially, including tea, coffee and fruit juice. But it is considering widening that to incorporate wine and biscuits.
Matthew Oxley, group trading negotiator for Parfetts, a member of Landmark buying group, explained: "We believe that our range of products will give some of our more discerning retailers a point of difference."
Parfetts has also been supporting Fairtrade Fortnight, which ends tomorrow, with a 20% price reduction across all Fairtrade products.