Any brand that has built an annual turnover of £59m in just nine years might be expecting growth to tail off as its products reached maturity in the market, but Fairtrade Foundation sees this merely as a platform on which to build.

Executive director Harriet Lamb says the strategy agreed by all the stakeholders is to try to bring Fairtrade into the mainstream and widen its product range, and it has some powerful backing for this, not least from the major multiples.

All the leading multiples are backing Fairtrade Fortnight, which kicked off this week, with the impetus for some coming right from the top. PoS highlighting Fairtrade products will be in all the stores and some will be going further, such as Sainsbury, which will be dedicating shelf plinths to Fairtrade products, and the Co-ops which will be reducing prices of all Fair Trade products by 20% during the fortnight.

Several, including Tesco and Sainsbury, will be organising events at head office to raise awareness about Fairtrade, and more than 1,000 stores are expected to host tastings under the banner Trust Your Taste to promote the products to new customers.

For full details see this week's issue of The Grocer.