The UK’s Fairtrade Foundation has announced a range of public events, including an attempt to break the world record for mass banana eating, which will be staged during the ethical trading organisation’s annual two-week campaign.

This year’s promotional drive, which will take place from 23 February to 8 March, will be launched with a range of activities on London’s South Bank and will be aimed at highlighting the 4,500 Fairtrade items now certified and sold in the UK.

The events will also give consumers the chance to meet farmers and agricultural workers from across the globe to learn first-hand about the difference the group is making to people’s lives, the organisation said.

Fairtrade Foundation executive director Harriet Lamb said in a statement that the initiative was part of a concerted drive to realise the target of doubling the organisation’s impact for people in developing countries by 2012.

“The Fairtrade movement is already working with over 7.5m people – farmers, workers and their families in developing countries around the world but millions more urgently need a better deal from trade in order to tackle poverty,” she said. “That’s why we are stepping up the pace of change – to reach more farmers and workers and really tip the balance.”

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