Fairtrade

Citation

(2008), "Fairtrade", Nutrition & Food Science, Vol. 38 No. 5. https://doi.org/10.1108/nfs.2008.01738eab.011

Fairtrade

Article Type: Food facts From: Nutrition & Food Science, Volume 38, Issue 5.

Latest research commissioned by the Fairtrade Foundation and launched to coincide with World Fair Trade Day on Saturday 10 May, shows more UK consumers than ever before – 70 per cent of the population – recognize the fairtrade mark, up from 57 per cent in 2007.

The findings also show understanding of the concept behind the mark has increased, with 64 per cent of the population linking the mark to a better deal for producers in the developing world. This means the message of fairtrade is getting through. The research shows it is also influencing everyday purchases throughout the country, with 1 in 4 of the UK's shoppers now regularly buying several products carrying the fairtrade mark. The trend is for more people to be buying more products more regularly.

“This research shows that the balance of public opinion is tipping in favour of fairtrade where fairtrade is seen as an integral part of a sustainable global future”, says Harriet Lamb, Executive Director of the Fairtrade Foundation. “More and more UK shoppers see fairtrade as a simple, highly effective way to enable producers in the developing world to work their way out of poverty with dignity, receiving a decent return for their great produce and hard work”.

“The challenge is now set for UK business to make more fairtrade products available. There have been significant commercial developments in recent years – which have no doubt contributed to the visibility of the fairtrade mark and therefore the awareness reflected in this research – but there is a long way to go as producers in the developing world line up to be able to supply the UK fairtrade market and UK consumers show their willingness to buy fairtrade goods as they become available across sectors”.

The TNS CAPI omnibus findings, which exceeded the Foundation's own expectations, are mirrored in the recently announced uplift in estimated retail sales of fairtrade products. Across the country, there are now more than 350 fairtrade towns, 4,000 fairtrade churches, 37 fairtrade synagogues, 60 fairtrade universities and a newly launched network of fairtrade schools, all campaigning to support and promote fairtrade in their local area.

The TNS CAPI omnibus findings show the gap between people buying fairtrade products regularly and occasionally has decreased since 2007 (16-24 per cent and 15-14 per cent, respectively). The percentage of consumers who regularly or occasionally buy several fairtrade products has gone up (18-24 per cent and 15-17 per cent, respectively) and the number of consumers who say they never buy fairtrade products has also decreased. This indicates that people are no longer buying fairtrade products as a “one off” and are moving across sectors in their purchasing.

The survey also showed that recognition is highest with 35- to 44-year-olds (76 per cent) and fastest growing with 25- to 34-year-olds (76 per cent). It confirms that more women than men recognize the mark, reflecting the main shoppers in most 20 households.

Coffee remains the most widely known fairtrade product, followed by significant increases in awareness of fairtrade tea, chocolate and bananas. However, recognition of the overall range of fairtrade products has risen across most categories in 2008. Meanwhile, the figures for estimated retail sales for 2007 released earlier in the year showed fairtrade bananas are the best selling fairtrade product.

Demand for fairtrade products has significantly increased across all sectors in 2008. In particular, the public's appetite for fairtrade products in schools, colleges and universities has nearly tripled from 10 to 29 per cent. Demand for fairtrade products in hotels and B&Bs has risen from 11 to 23 per cent and in workplaces has more than doubled from 9 to 21 per cent. People also want to see more fairtrade available in cafes, restaurants and pubs (25-34 per cent) and in local shops (20-32 per cent) and on the move when travelling (14-25 per cent).

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  World Fair Trade Day is an international celebration of fairtrade internationally, with events organised worldwide. International Fair Trade Association (IFAT) member organisations based in 70 countries, along with fairtrade shops and networks, host events including fairtrade breakfasts, talks, concerts, fashion shows and much more, to promote fairtrade and campaign for justice in trade. The Fairtrade Foundation is a member of FINE, the umbrella body encompassing IFAT, Fair Trade Labelling Organisations International (FLO), Network of European Worldshops and European Fair Trade Association.

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  The poll was undertaken by TNS via their CAPI omnibus. It was a nationally representative sample of 2,082 GB adults aged 16+ was interviewed. Interviews were conducted face-to-face, in respondents home. The fieldwork was conducted 14-18 March 2008.

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  The Fairtrade Foundation is an independent certification body that awards the fairtrade mark to products which meet international fairtrade standards set by FLO. Currently FLO spans almost 80 countries, working with 632 producer partners from 58 countries and across 21 fairtrade markets in Europe, North America, Australia, New Zealand, Mexico and Japan. Seven million people – farmers, workers and their families – benefit from the international fairtrade system and FLO aims to continually increase the number of producer groups registered to supply the international fairtrade market. The UK has the most dynamic fairtrade market in the world – here you can find the widest range of products, the most diverse range of companies involved and the most active grassroots campaigning network.

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  The full range of more than 3,000 fairtrade certified products now includes coffee, tea, herbal teas, chocolate, cocoa, sugar, bananas, grapes, pineapples, mangoes, avocados, apples, pears, plums, grapefruit, lemons, oranges, satsumas, clementines, mandarins, lychees, coconuts, dried fruit, juices, smoothies, biscuits, cakes and snacks, honey, jams and preserves, chutney and sauces, rice, quinoa, herbs and spices, seeds, nuts and nut oil, wines, beers, rum, confectionary, muesli, cereal bars, yoghurt and ice-cream.