Fairtrade still winning public support

Consumers continue to support Fairtrade products despite the economic climate, according to research unveiled today.

At the Fairtrade Foundation’s annual commercial conference, held today in London, more than 250 delegates heard how the public continues to remain loyal to Fairtrade during the economic slowdown.

According to TNS, latest awareness figures for September 2009 show that more people than ever - 72 per cent - now recognise the Fairtrade marque, up from 68 per cent in April 2009.

In a different survey of 25,000 households, TNS market penetration figures show that consumers are spending more on Fairtrade products, as the average weight of purchase grew over the last year by 5.5 per cent, from £18.19 to £19.17. These results are underpinned by new insight suggesting that 95 per cent of people say they would strongly recommend or talk positively about Fairtrade.

But the Fairtrade Foundation also issued delegates with a call to action, urging businesses large and small to continue to scale up their engagement with the initiative to help tackle poverty in developing countries. This year marks the 15th anniversary of Fairtrade in the UK and Harriet Lamb, executive director of the Fairtrade Foundation, said that despite the step changes companies have made, much more still needs to be done.

She said: “Over the last 15 years, we have seen Fairtrade spread through the business world, with pioneer-dedicated Fairtrade companies first taking the lead, retailers taking the baton and now major multi-nationals joining the race. Today, more and more companies are upping their game on Fairtrade.

“But the scale of our ambition matches the scale of the task. For four decades… businesses have been built on collapsing commodity prices that have pushed farmers into poverty. Now, business has to grasp this nettle of poverty in their supply chains and create long-term, sustainable change. The producers need Fairtrade, the public want Fairtrade and businesses need long-term stable supply chains - which is why more and more companies are indeed now working with Fairtrade and this momentum needs to continue.”

The theme for Fairtrade Fortnight 2010, from February 22 to March 7, The Big Swap, was also unveiled to conference delegates.

Fairtrade Foundation marketing director Cheryl Sloan said: “For two weeks we want everybody in the UK joining in the campaign and swapping for Fairtrade. Your usual bananas for Fairtrade bananas, your usual cuppa for a Fairtrade cuppa, your usual T-shirt for a Fairtrade cotton T-shirt.”