Fairtrade

A global survey carried out by GlobeScan, commissioned by Fairtrade Labelling Organizations International (FLO) and released today shows that support for Fairtrade is on the rise, according to the Fairtrade Foundation.

Ahead of World Fair Trade Day on 9 May, the survey reveals that shoppers are increasingly expecting companies to be more accountable and fair in dealing with producers in developing countries.

Out of a sample size of 14,500 consumers, covering 15 countries including the UK, 55 per cent were described as ‘active ethical consumers’ who have high expectations and influence others’ opinions. According to the survey, the Fairtrade label is recognised by half of the public, 91 per cent of which state further that they trust it.

The Fairtrade Foundation says that these levels of awareness and trust are consistent with consumers’ actions. “Sales were up in 2008 (as compared with 2007) by 24 per cent in Austria, by 40 per cent in Denmark, by 57 per cent in Finland, by 22 per cent in France, by 75 per cent in Sweden, by 43 per cent in the UK and by 10 per cent in the US,” it said.

“With the devastating impacts of the global recession and the credit crunch, producers need Fairtrade now more than ever,” said Rob Cameron, CEO of FLO. “It is very encouraging that consumer commitment to Fairtrade remains strong in these challenging times.”