Retailers, out-of-home outlets, coffee roasters and contract caterers have signed up to take part in the Fairtrade Foundation’ sautumn consumer campaign, ‘The Great British Fairness Debate’, which will run for two weeks from 29 September – 12 October, 2014.
Encouraging the British public to consider and debate the concept of personal fairness, the campaign will drive consumers to an online hub where they can take a ‘Great British Fairness Test’, watch filmed ‘fairness experiments’ staged at a pop-up coffee cart, and learn how buying Fairtrade products helps farmers and workers in the developing world to get a fairer deal.
The aim of the ‘Great British Fairness Debate’ is to encourage consumers to increase how often they buy Fairtrade, so that greater impact can be delivered for the 1.4m farmers and workers who benefit from the Fairtrade system.
Confirmed campaign partners so far include Sainsbury’s, Waitrose, The Cooperative, Cafédirect, Matthew Algie, AMT Coffee Ltd,Compass Group UK & Ireland, Percol, Cafeology, Peopletree and Peros. Point of sale materials including posters, table talkers and window stickers are expected to be on display in more than 2,500 cafés, retail stores, workplaces and universities during the campaign.
Ashish Deo, Fairtrade Foundation’s commercial director, said: “The ‘Great British Fairness Debate’ provides the Fairtrade Foundation’s committed business partners with an engaging way to encourage their existing and new customers to consciously and regularly buy Fairtrade products.”
Fairtrade provides independent certification that economic, social and environmental standards have been met and that producers have been paid a fairer, stable price. Fairtrade farmers also earn a Fairtrade premium, which is invested in product quality and projects that will benefit their community.
Sales of Fairtrade products reached £1.78bn in 2013 and consumer awareness of the FAIRTRADE Mark is high, with 78% recognition among UK consumers.
For more information and campaign materials, brands should visit www.fairtrade.org.uk/