Katopé is to source Marks & Spencer’s entire whole fresh pineapple category from its Fairtrade operations in Ghana from the end of the month.
Geoff Chappell of Katopé Malet Azoulay, the UK marketing arm of Katope International, said the move is yet another example of the group’s UK retailer customers’ growing commitment to the Fairtrade concept, which has steadily progressed since it first began sourcing Fairtrade avocados. “We started with one product line three years ago and since then, we’ve moved to 14 lines currently, with really good commitment from Asda, Morrisons and M&S, which is inspiring,” he said.
The company supplies the major retailers with avocados, mangoes, pineapples and oranges for 52 weeks of the year with ambitions to fill the calendar for the balance of the products. It hopes to bring a number of new Fairtrade products to market in the coming months, including coconuts, plums and nectarines, bringing its number of Fairtrade lines to 17 during 2007.
Chappell said the profile of Fairtrade has grown significantly over the last three years: “The opportunity wasn’t there for people to buy Fairtade three years ago, and it’s now there in a serious way. We believe we’ve been one of the leaders of this growth. Our aim as a company has always been to provide a range of products with good continuity.”
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