Superbrands are awarded annual to brands that lead in the field of quality, reliability and distinction

Fairtrade Foundation UK

The Fairtrade Foundation has been awarded Superbrand status for 2022/23 in recognition of the strength of its brand and public perception in the UK.

Superbrands, the world’s largest independent arbiter of branding, this week announced the recipients of this status, which is given annually to brands that lead the field in ‘quality, reliability and distinction’.

A Superbrand is defined as one that has “established the finest reputation in its field” and “offers customers significant emotional and/or tangible advantages over its competitors, which customers want and recognise”.

Fairtrade Foundation – the UK arm of the global Fairtrade movement – received the accolade after being selected by business professionals and an independent Expert Council, which evaluated more than 1,500 brands across different sectors. The winners were recognised at a launch event hosted by Superbrands on 26 January.

New consumer research, conducted by Kantar in late 2022, shows that 9 in 10 UK consumers are aware of the Fairtraade Mark (higher than all other ethical labels), while 8 in 10 consumers trust it.

Nilufar Verjee, director of public engagement at the Fairtrade Foundation, said: “After nearly three decades of fighting for trade justice, we’re very proud that our brand continues to go from strength to strength.

“However, Fairtrade is more than just a label or a brand: we are an international movement with deep roots in advocacy and campaigning, and deep roots in farming communities worldwide.

“In the UK, we aim to use our platform to amplify the voices of farmers and workers, supporting them to protect their rights, land, health and future livelihoods. So this accolade from Superbrands is truly a testament to the communities behind our Fairtrade products, from cocoa to cotton, and to the UK shoppers committed to buying them.”

Verjee described the award as a tribute to Fairtrade’s grassroots campaigners in the UK. “There is a vibrant community of passionate Fairtrade supporters within schools, universities, workplaces, towns, cities and places of worship nationwide, who are at heart of the Fairtrade movement,” Verjee said.

“The same goes for the hundreds of businesses who continue to choose us as their sustainability partner and display our Fairtrade Mark proudly on their much-loved products.”

Voters in the Superbrands awards judged contenders against three factors” quality, reliability and distinction.

Verjee continued: “As Fairtrade Fortnight approaches, we hope our Superbrand status will help businesses and retailers in the UK to further understand the value, reach and authenticity of the Fairtrade brand and movement, and encourage them to join us in working towards more sustainable and fair supply chains worldwide.”

Shortlisted nominees were voted by 2,500 UK business professionals, together with an independent and voluntary Expert Council made up of nearly 30 senior business-to-business marketing leaders.