Most UK adults have bought Fairtrade products such as bananas, tea or coffee in the past year despite pressure on personal finances suggesting a rise in "conscious consumerism", the charity said as its annual awareness campaign got under way today (9).
A YouGov poll, commissioned by the Fairtrade Foundation, revealed that 79 per cent of Britons were concerned that climate breakdown could affect the price of food while 69 per cent were worried it could disrupt supply to the UK. The survey also showed that chocolate was the second most popular product within its product range (54 per cent) approving of its offerings. It was narrowly beaten into first place by bananas (57 per cent), with coffee taking third spot at (43 per cent).
Marie Rumsby, the charity’s director of advocacy, hailed the “resilient conscious consumerism”, adding that “every Fairtrade purchase makes a difference” at a time when farmers have told the organisation that global heating is “making it harder to grow crops”.
The Fairtrade stamp on packaging guarantees that the producers receive a set minimum price and a financial bonus for community projects. This means farmers “can afford to put food on the table, cover their farm costs, and adapt to the changing climate”, said Rumsby.
“We want to remind shoppers that when they next visit a supermarket, they choose products with the Fairtrade logo,” she said. “Choosing to buy Fairtrade products helps build their resilience and keep our favourite products on supermarket shelves.”
Michael Gidney, the charity’s chief executive, recently said Fairtrade sales held firm in 2023, despite the cost of living crisis.
Gidney, who is leaving at the end of 2024 after 12 years in the role, said it was “testament that, as happened in the financial crisis of 2008 to 2009, British shoppers do not trade down on their values when times are tough”.
Fairtrade Foundation income grew 11 per cent year-on-year in 2023 to £13.4m. Cocoa and tea sales were up 6 per cent and 5 per cent in 2023, while sales of fresh vegetables were up 15 per cent, and nuts and oil sales by 12 per cent.
Fairtrade' campaign will celebrate the impact created by millions of people across the UK for farmers and agricultural workers overseas by choosing Fairtrade chocolate, coffee, tea, bananas, flowers, and more. £1.7 billion in Fairtrade Premium payments have been generated globally between 1994 and 2022. In 2023, retail sales of Fairtrade products generated around £28 million in Fairtrade Premium payments for producers to invest in business, community and projects of their choice including healthcare, education and environmental initiatives.