Despite the squeeze on household spending consumer loyalty to the principle of fair trade – and the Fairtrade label specifically – remains solid, backed by strong support by major retailers.
That’s the message the Fairtrade Foundation has been sharing ahead of the annual Fairtrade Fortnight promotion, which launches tomorrow (27 February).
This year’s campaign will set out to spotlight the harmful effect of the climate crisis on the future of our food, including vital food staples. It will show how the future survival of the world’s most popular foods hangs in the balance unless we achieve inclusive and equitable climate solutions, with farmers and agricultural workers playing a central role in the climate response.
Among hundreds of Fairtrade Fortnight events taking place up and down the country will be a special pop-up experience in London’s Shoreditch called ‘The Endangered Aisle’, which will will shine a light on the supermarket staples most at risk of becoming endangered from the climate crisis, including coffee, bananas and chocolate.
The 2023 Fairtrade Fortnight campaign will build on a highly successful track record of awareness-building that wailer this year helped the Fairtrade Foundation gain ‘Superbrand’ status “in recognition of the strength of the ethical movement’s brand and public perception in the UK”.
“Despite the challenging economic context, UK consumers still largely expect businesses to do the right thing in terms of sourcing ethics”
New consumer research, conducted by Kantar in late 2022, shows that 9 in 10 UK consumers are aware of the FAIRTRADE Mark(higher than all other ethical labels), while 8 in 10 consumers trust it.
This week, Kerrina Thorogood, the Fairtrade Foundation’s commercial partnerships director, told The Guardian that shopper’s loyalty to the principle of fair trade – and the Fairtrade label specifically – remains solid, helped by continuing strong support by major retailers. She told the newspaper: “Despite the challenging economic context, UK consumers still largely expect businesses to do the right thing in terms of sourcing ethics.” She said that ethic consumerism was now embedded in the habits of UK shoppers. And she added that “sustainability doesn’t have to be unaffordable for consumers”.
Main image: Coffee farmer Caroline Rona who features in an upcoming Fairtrade Fortnight film screening. Fairtrade Foundation